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SOURCE:   Philological Sciences. Issues of Theory and Practice. Tambov: Gramota, 2018. № 2. Part 1. P. 66-70. ISSN 1997-2911.
SCIENTIFIC AREA: Philological Sciences
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https://doi.org/10.30853/filnauki.2018-2-1.17

LEXICAL COMPRESSION IN FRENCH ADVERTISING TEXTS

Girina Yuliya Vladislavovna, Lar'kina Anna Aleksandrovna, Musinova Tat'yana Valer'evna
Northern (Artic) Federal University named after M. V. Lomonosov

University of Upper Alsace


Abstract. The article examines lexical compression in the French language by the example of advertising texts. First of all, the authors analyze the peculiarities of compressive lexical units functioning in the language and the motives for their usage. Further on the authors propose the classification of means to implement lexical compression in the advertising texts. The research findings can be used by copywriters to develop the efficient skills in writing the different types of advertising texts.
Key words and phrases: рекламный текст, лексическая компрессия, субстантивация, универбация, аббревиация, усечение, телескопия, advertising text, lexical compression, substantivization, univerbation, abbreviation, abridgement, telescopy.
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