WORD PLAY IN ADVERTISING SLOGAN
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Abstract
The subject of the article is word play in advertising slogan, considered as a linguistic phenomenon and a combination of verbal and nonverbal signs. The use of a slogan gives the advertising message an additional stylistic load, and the means of creating imagery themselves signal the presence of implicit meanings that increase the expressiveness, emotionality and suggestive impact of the advertising message on the addressee.
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References
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