STATUS AND CLASSIFICATIONS OF SLOGANES IN ADVERTISING COMMUNICATION

Аннотация

An advertising slogan is a special genre of advertising text that acts as a connecting link in the entire
advertising campaign. In addition, slogans also perform a number of other functions, being the most important unit of
advertising communication, they influence the recipients of information, affect their emotions and behavior. The
relevance of the topic is due to the increased interest in the rapidly developing language of advertising.
The article is devoted to general issues of the functioning of an advertising slogan in the structure of advertising
activities, classification of slogans in advertising communication.
Research methods are determined by the goals and objectives of the work. In a complex linguistic analysis, the
following general scientific theoretical methods are used: the continuous sampling method, the descriptive-analytical
method, the comparative-comparative method.
The theoretical significance of this study lies in the expansion, deepening and systematization of theoretical
information about the concept of an advertising slogan.
The scientific and practical significance of the work lies in the fact that the materials of the study can be used in
theoretical courses on advertising in the study of intercultural communication.
Results. The totality of the typological characteristics of the slogan distinguishes it from the background of
other verbal units of advertising appeal. These are laconicism and imagery of form, expressiveness, focus on
dialogue with the addressee. The slogan of a product that is just entering the market must contain the brand name.
This will allow the consumer to be remembered faster.
Having analyzed the functions and typological characteristics of the slogan, we came to the conclusion that the
slogan is a key autonomous element of the advertising message and can be used both in the context of advertising,
being its component, and separately, having semantic, structural, compositional features. The slogan can act as a
linguistic unit, independent of other elements of the advertising text, expressing the essence of the advertising
campaign, the company's image, the dominant idea. Thus, the changes caused by extralinguistic factors inevitably
lead to the creation of new advertising images, which in turn requires a qualitative transformation of the nature of the
advertising text and the emergence of new advertising slogans.