LANGUAGE GAME IN THE FRENCH ADVERTISING DISCOURSE: MEANS OF ITS CREATION AT DIFFERENT LANGUAGE LEVELS
Abstract
DOI 10.18522/1995-0640-2022-3-70-77
The linguistic means of creating a language game in French advertising texts at the phonetic, lexical, word-formation, grammatical levels of the language are investigated. Homophones and paronyms are distinguished on the phonetic level, stylistic tropes – on the lexical, stylistic figures – on the grammatical, contamination – on the word-formation. Cases of combinations of different tropes and figures in some advertising texts are established.
Key words: language game, advertising discourse, advertising text, linguistic means, language level, homophones, paronyms, stylistic tropes, stylistic figures
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Copyright (c) 2022 Sergey M. Kravtsov, Andrei G. Zhilnin
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