The language of advertising and linguo-stylistic features of its text

THE LINGUOSTYLISTIC FEATURES OF ADVERTISING TEXTS
With the aim of intense concentrated impact, advertising uses a rich range of expressiveness at all language levels. Metaphor, comparison, parallelism, various types of repetitions, alliteration, onomatopoeia, memorable phrases, rhythmically organized sentences, rhymed slogans and other expressive stylistic means, concentration of imperative verb forms and connotative adjectives - all this is widely represented in advertising texts. The language of advertising is extremely saturated with techniques of expressive stylistics. The creators of the advertising text masterfully use all the possibilities of word-making, finding advantages both in an exquisite expressive style and in a clear, simple presentation. The frequent use of imperative verb forms significantly enhances the dynamism of the advertising appeal, for example: See. Buy. Fly. Amsterdam Shopping Centre.
Verbal combinations of the type :Buy this, Discover that, Try some today, Don’t
forget, Treat yourself and others are very common in English-language advertising.
The most commonly used verbs in the imperative include the following:
Here are some examples:
Buy the car. Own the road (Pantiac Grand Am).
Drive the new Paseo. Fall in love. Your future awaits down the road (Toyota Paseo).
Discover a new sense of daytime well – being for your skin. Bienfait Total (Lancome).
Since one of the most important components of the advertising text is the description of the advertised product or service, attributive phrases, which include adverbs and adjectives, carry a large functional load. They trigger the mechanisms of imagination, appealing to the senses and highlighting the most attractive sides and qualities in the advertised product, help to create that unique tone of advertising appeal that allows you to convey the qualities and merits of the advertised item: Seasons change, Spring gives way to Summer and the mood becomes lighter and more sensuous. So it is with the Rennie Mackintosh Collection – a beautifully crafted range of Gold or Sterling Silver Jewellery. Each peace has been designed to balance timeless elegance with tasteful modernity. All intended to reflect every mood and created to uniquely compliment you (Rennie Mackintosh jewelry advertisement).
The most commonly used adjectives in English - language advertising include:
Adjectives indicating the authenticity of a trademark are often found :genuine, authentic and original. The adjective new is most often used it can be found in almost every second advertising text, for example: – New LASH OUT extra extending mascara with a new advanced protein formula.
But at the same time, advertising texts should not use words and phrases that can mislead the consumer about the real qualities and properties of the proposed product. Therefore, adjectives with excellent evaluative connotations such as magic and miraculous are increasingly rare in English advertising texts. Restrictive measures have also been taken regarding some aspects of the use of female images in advertising. With all the abundance of linguistic means of influence, which is characteristic of advertising texts, it must be remembered that the saturation of the verbal part of advertising with various means of expression does not guarantee success at all. A distinctive feature of successful advertising is the harmonious combination of the main advertising idea with those means of expression that most correspond to this idea. This is expressed, in particular, in finding the only true tone for the problem of studying and preserving the languages and cultures of the peoples of the world through advertising, which gives the text a special energy, enhancing its cumulative figurative and linguistic impact on the mass audience. Here are some examples of the most successful verbal embodiment of an advertising intention:

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  Maybe she’s born with it. Maybe it’s Maybelline (Alliteration).
  
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  Don’t be vague. Ask for Haig (Rhyme).
  
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  Our jeans fit your genes (Homonyms).
  
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  Natural Beauty. Natural Ingredients. Natural Glow (Repetition).
  
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  No other hair spray feels so fine. No other hair spray brushes out so easily. No other hair spray leaves your hair so shiny and yet soft to touch. No wonder its preferred by the world’s finest salons. L’Oreal (Anaphora).