GRAMOTA Publishers suggests publishing your scientific articles in periodicals
Pedagogy. Theory & PracticePhilology. Theory & PracticeManuscript

Archive of Scientific Articles

SOURCE:   Philology. Theory & Practice. Tambov: Gramota, 2019. 4. P. 295-299.
SCIENTIFIC AREA: Philological Sciences
To Publish Article in the Journal | To show issue content | To show all articles in section | Subject Index

License Agreement on scientific materials use.


Tsybenko Elzara Olegovna, Kovalchuk 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: , , , , , expressiveness, advertising slogan, Russian text, English text, lexical level.
Open the whole article in PDF format. Free PDF-files viewer can be downloaded here.


  1. Zazykin V. G. Psikhologiya v reklame. M.: DataStrom, 1992. 64 s.
  2. Kara-Murza E. S. Stilistika, ritorika i redaktirovanie reklamnykh tekstov. M.: IMPE, 2006. 112 s.
  3. Krompton A. Masterskaya reklamnogo teksta. Tol'yatti: Dovgan', 1998. 158 s.
  4. Maslova V. A. Vvedenie v lingvokul'turologiyu. M., 1997. 196 s.
  5. Myuller V. K. Anglo-russkii/Russko-angliiskii slovar'. M.: AST, 2015. 1184 s.
  6. Pikuleva Yu. B. Pretsedentnyi kul'turnyi znak v sovremennoi televizionnoi reklame: lingvokul'turologicheskii analiz: avtoref. diss. k. filol. n. Ekaterinburg, 2003. 22 s.

To Publish Article in the Journal | To show issue content | To show all articles in section | Subject Index

2006-2020 GRAMOTA Publishers

site development and search engine optimization (seo):