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SOURCE:   Philological Sciences. Issues of Theory and Practice. Tambov: Gramota, 2019. № 4. P. 295-299. ISSN 1997-2911.
SCIENTIFIC AREA: Philological Sciences
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Tsybenko El’zara Olegovna, Koval’chuk Nadezhda Vladimirovna
Don State Technical University

Submitted: 12.02.2019.
Abstract. By the material of advertising texts from the popular Russian and English magazines the article considers the trope and non-trope means of expressiveness at the lexical level. The aim of the work is to conduct a typological analysis of linguistic means. The topicality of this study is conditioned by the need to typologize the means of creating expressiveness in the English and Russian advertising texts in order to identify typologically relevant, general and specific techniques for implementing the expressiveness of the considered genre basing on two differently structured languages. The obtained results reflect the specificity of understanding of the expressiveness category at the present stage.
Key words and phrases: экспрессивность, рекламный слоган, русскоязычный текст, англоязычный текст, лексический уровень, expressiveness, advertising slogan, Russian text, English text, lexical level.
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