Журнал «Современная Наука»

Russian (CIS)English (United Kingdom)
 MOSCOW +7(495)-142-86-81

Polysemy in a modern advertising appeal

Cherkashina Elena Leonidovna  (candidate of philological sciences, National Research Moscow State University of civil engineering)

The article considers the phenomenon of polysemy as one of the language methods for creating a modern advertising appeal. With the help of various examples, the reasons for the appearance of polysemy in advertising appeals are revealed, types of contexts in the form of word combinations and offers related to the concept of advertising are described; associations that arise for potential buyers in the perception of the advertising appeal. The author pays special attention to the analysis of the values of advertising appeals in the videos accompanying the advertisement and influencing on its understanding.

Keywords:polysemy (polysemy); advertising appeal; text context; association; lexeme; word combination, video series.
 

Read the full article …

Citation link:
Cherkashina E. L. Polysemy in a modern advertising appeal // Современная наука: актуальные проблемы теории и практики. Серия: ГУМАНИТАРНЫЕ НАУКИ. -2018. -№03. -С. 196-198
LEGAL INFORMATION:
Reproduction of materials is permitted only for non-commercial purposes with reference to the original publication. Protected by the laws of the Russian Federation. Any violations of the law are prosecuted.
© ООО "Научные технологии"

Terms Publications

Issues of the journals (Archive)

ECONOMICS AND LAW
HUMANITIES
NATURAL AND TECHNICAL SCIENCES
COGNITION

Серия - Humanities