2.1. Morphological analysis of lexicon of the advertising text

As a result of quantitative analysis of 150 advertising text we chose 933 lexical units. The frequency of using different parts of speech in data text it is possible to present in the manner of the following table:

Table 1

The frequency analysis of using different parts speech in investigated material of the Whole lexemes:

	All lexemes	From them
		Nouns		Pronoun	Adjective	Verb	Adverb	Interjection	Functional parts of speech
		Proper nouns	Common nouns
Number	933	124	122	100	87	131	36	27	306
%	100%	13%	13%	11%	9%	14%	4%	3%	33%

As can be seen from presented tables most frequency group language advertising texts form the minor parts of speech. At first thought it possibly explains the analytical nature of English: presence in it determined (the) and vague (a/an) of the articles. However as can be seen from the following table (the table 2), amount of the articles in explored us material forms only 20% from the total number of the functional parts of speech.

Table 2

Frequency analysis of the using the official parts of speech

Whole lexemes	Particles	Articles	Conjunction	Preposition
306	18	61	127	100
100%	5%	20%	42%	33%

On our opinion, this explains that advertising text is characterized by brief under high information its component. So, because the main function of article is only category to definite/ indefinites, its use in text advertising of slogan is limited by following events:

1. Definite article:

A) If it is emphasized that speech in text goes about subject, which known all (usually brand itself):

The City never sleeps – brand: Citibank – ‘Город никогда не спит’;

Which twin has the Toni? – brand: Toni – ‘Кто повторит этого Тони?’;

The Uncola – brand: 7Up – ‘Не-кола’;

B) If for characteristic of goods or brand is used comparative or superlative degree of adjective:

When you care enough to send the very best – brand: Hallmark – ‘Если постараешься – пошлешь лучшее’;

The Greatest Show on Earth – brand: Barnum&Bailey Circus – ‘Величайшее Шоу планеты’;

C) If there is a noun in structure of the text, having determination, the expressed dependent clause:

Ask the man who owns one – brand: Packard – ‘Спроси у того, у кого она уже есть’;

The pause that refreshes – brand: Coca-Cola – ‘Освежающая пауза’;

2. The Indefinite article:

A) If is meant one unit of goods:

It’s a Skoda. Honest – brand: Skoda – ‘Шкода. Без обмана’;

The car in front is a Toyota – brand: Toyota – ‘Машина впереди – Toyota’;

Wouldn’t you really rather have a Buick? – brand: Buick – ‘Неужели Вы никогда не хотели Buick?’;

A Mars a day helps you work, rest and play – brand: D’Arcy Masing Benton & Bowles – ‘Один Mars в день – и работать не лень’;

We all adore a Kia-Ora – brand: Kia-Ora – ‘Все мы обожаем Kia-Ora’;

A diamond is forever – brand: De Beers Consalidated – ‘Бриллиант навсегда’;

B) If one unit of goods is compared with than-or or is opposed to that-or:

Have a break. Have a Kit-Kat – brand: Kit-Kat – ‘Сделай паузу – сделай Kit-Kat’;

You can break a brolly, but you can’t k-nacker a Knirps – brand: Knirps – ‘Ты можешь сломать зонт, но не Knirps’;

A newspaper, not a snoozepaper – brand: The Mail on Sunday – ‘Еженедельник, а не сонник’.

In other types of the compilers advertising text avoid using of the articles:

Grace... space... pace – brand: Jaguar – ‘Грациозность… простор… скорость…’;

Nokia – connecting people! – Brand: Nokia – (не переводят);

If you smoke, please smoke Carlton – brand: Carlton Cigarettes – ‘Если Вы курите, прошу, курите Carlton’.

Adjectives are used more often advertising text. The most frequency Adjective is for, which the main importance emerge ‘for and’ ‘for the sake of’ (the consumer): ‘For Digestion’s Sake – Smoke Camel – brand: Camel Cigarettes – ‘Пожалей желудок, кури Camel’;

It’s what your right arm’s for – brand: Courage Tavern Ale – ‘Вот для чего тебе правая рука’; Making smoking ‘safe’ for smokers – brand: Bonded Tobacco Company – ‘Делаем курение безопасным для курильщиков’

Do you want a shape like a bra? Or do you want a shape like a woman? – Brand: Body Bra by Warner’s – ‘Вы хотите быть похожей на бра? Или на женщину?’;

Reach out and touch someone – brand: American Telephone and Telegraph – ‘Протяни и дотронься’;

You can break a brolly, but you can’t k-nacker a Knirps – brand: Knirps – ‘Ты можешь сломать зонт, но не Knirps’;

Nothing comes between me and my Calvins – brand: Calvin Klein Jeans – ‘Ничего между мной и моими Кэльвинами’.

The least group form the particles:

It’s good to talk – brand: British Telecom – ‘Говорить хорошо’;

You don’t to be Jewish to love Levy’s – brand: Levy’s Rye Bread – ‘Не нужно быть еврейкой, чтобы любить Леви’.

On our opinion, this is connected with that for advertising text is not character of using of infinitive, but, consequently, particle -to. Also text of slogan is seldom built on negation anything, consequently, not frequent events of the use ‘no’ and ‘not’, basically in the event of contraposition (the possibility of the choice):

No bottles to break – just heart – brand: Arpege Perfume – ‘Разбивать не склянки, а сердца’.

The second frequency group form the noun, on our opinion, noun possesses the big informational by potential and strictly name of goods or brand is presented by the noun. In advertising texts the amount of the names nominal and own approximately is. In composition text can be identified the company or country-producer: Bayer works wonder – brand: Bayer Aspirin – ‘Байер никогда не подводит’; No FT, no comment – brand: Financial Times – ‘Нет “Файнэншл Таймс” – нет аргументов’; Fresh Squeezed Glaciers Cleary Canadian Sparkling Mineral Water in Wild Fruit Flavours – brand: Adelma Mineral Waters – ‘Свежая Журчащая Прозрачная Чистая Канадская Искрящаяся Минеральная Вода с Натуральным Фруктовым Вкусом’. Text, concentrated solely on expressive-secretary information, usually accompany broadly known marks goods, which as it were do not need for comments (and usually are not translated under advertising campaign in non English-speaking country), for instance: It's a Sonny; Apple Macintosh: Think different!; I think, therefore IBM; Nike - Just do it!.

The third frequency group is “verb”, with semantic standpoint to separate which on three main subgroups possible:

1) Verbs, showing, how goods are capable to solve the problems of the buyer or as buyer capable to solve their own problems by means of goods: : A Mars a day helps you work, rest and play – brand: D’Arcy Masing Benton & Bowles; You’ll wonder where the yellow went when you brush your teeth with Pepsodent – brand: Pepsodent – ‘Куда девался желтый цвет после пасты Pepsodent?’; If you want to get ahead, get a hat – brand: Hat Council – ‘Быть выше хотите? Шляпу купите!’;

2) Verbs, marking processes not straightly bound with goods (most often in slogans of good known brands): Apple Macintosh: Think different! – brand: Apple Macintosh – ‘Apple Macintosh: думай иначе!’;

3) Auxiliary verbs: Tobacco is our middle name - brand: Tobacco is our middle name – brand: American Brands Inc. – ‘Табак – наше второе имя’; Soup is a good food – brand: Campbell’s Condensed Soups – ‘Суп. Хороша еда’

Making the text, as advertising text as a whole, are first of all taken into account three obligatory conditions, which has formulated by Alaster Krompton: " I know, to whom I address; I know what I want to say; I shall say this so, as nobody before me this did not speak" [Crompton 1998: 138]. As sign of direct addressing to the consumer in AT-slogan are used personal pronouns (the quarter frequency group). Is it usually used form of the outside party you and possessive pronoun your: You Too Can Have A Body Like Mine - brand: Charles Atlas – ‘И У Тебя Может Быть Тело Как У Меня’; Where do you want to go today? – brand: Microsoft – ‘Куда ты хочешь сегодня?’; M&Ms melt in your mouth, not in your hand – brand: M&Ms – ‘M&Ms тает во рту, а не в руках’.

It is less used pronoun of the first person (I or me) and possessive pronoun my. In this case text of advertising slogan is stylized under direct speech "enraptured" addressee of the advertisement or even master of brand: ‘I liked it so much I bought the company’ - Brand: Remington.– ‘Мне так понравилось, что я купил компанию’.

Adjectives form the fifth frequency group. Most often this adjective good in all degree of the comparison: Soup is a good food - brand: Campbell's Condensed Soups; ‘You’re in good hands with Allstate’ - brand: Allstate Insurance– ‘Вы в хороших руках с Allstate’; ‘Probably the best beer in the world’ - brand: Carlsberg.‘Вероятно, лучшее пиво в мире’.

Adverbs form the sixth frequency group, serving for description solely useful influence of goods on potential buyer. The Semantics suppressing majority adverb positive though in a sense all this variety is reduced to variations of three words: good, better, the best: M'm! M'm! Good! - Brand: Campbell's Soup - ‘Мммм, хорошо!’; ‘Next to myself. I like BVD best’ - brand: BVD – ‘Рядом со мной. Я обожаю BVD’.

The Least frequency group forms the interjections, serving stylizations of the text advertising text under colloquial speech: Schhh... You-Know-Who – brand: Schweppes – ‘Тссс… Ты – знаешь – кто’; Plop, plop, fizz, fizz, oh what a relief it is. Plink, plink, fizz, fizz – brand: Alka Seltzer – ‘Хлоп-хлоп, еще-еще, о до чего же хорошо’.