In this article are described some artistically-linguistic strategies of entitling (in poetry) and naming (in advertising) marking a tendency to the activization of aesthetic function in the advertising text and contributing to the presentation of goods as the topical advertising aim.
This article examines the use of expressive devices from poetic syntax
in play discourse of advertisement as a means of a more effective
impact upon the recipient of the text. Advertising discourse is considered
as a stylistically marked linguistic unit on the basis of which these expressive devices of poetic syntax are studied.
The article considers morphological means actively used in modern advertising text. The structure of the advertising text is studied, the characteristics of its main elements are given. The authors analyze how frequently the parts of speech are used in the English and French advertising slogans.
