2.2. Semantics-stylistic analysis of lexicon of advertising slogans

The phrase "advertisement - an engine of trade" is enough packed reveals the primary task of the advertisement: issue to information on goods, acquaintance with him potential buyers, belief of the potential buyer in need of acquisition of goods. Power of the advertising influence depends on such factor, as memo ability of information. For achievement of the effect of the inspiring it is not enough simply to report information. Thence main purpose of the use text - attraction of attention to goods, familiarization with him consumer for the reason stimulations of the marketing when use short and greatly expressive word-combinations.

The achievement to purposes of attraction of attention is realized by miscellaneous facility: using the structured peculiarities of supply, phonetically-intonation, graphic facilities, as well as semantics-stylistic characteristic of the word [16, p. 15]. The Central place amongst them must occupy the semantic section.

The slogans include the informational and emotional component, which are quite often combined: The mainspring in a Bulova is made to last 256 years or 146 leather steps (инфор.) – Whichever comes first (эмоцион.) – brand: Bulova Watches – ‘Часовая пружинка в Bulova сделана, чтобы работать 256 лет или 146 кожаных ремешков’; Nokia (инфор.) – connecting people (эмоцион.)! – Brand: Nokia – ‘Nokia – соединяя людей!’; Australians wouldn’t give (эмоцион.) a XXXX (инфор.) for anything else (эмоцион.) – brand: Caslemane XXXX – ‘Австралийцы не променяют ХХХХ ни на что другое’.

Informatively slogans present itself direct feature: ‘Burnum & Bailey Circus - the Greatest Show on Earth’ - brand: Barnum & Bailey Circus.

The information, expressed in advertising slogan touches the varied features of goods.

This can be:

1) Type of advertising object: Tobacco is our middle name – brand: American Brands Inc.; Carlsberg – probably the best beer in the world – brand: Carlsberg;

2) Distinguishing of quality of the goods: Epson – truth of the color! – Brand: Epson – ‘Epson – правда цвета!’; Nothing runs like a Deere – brand: John Deere – ‘Ничто не бегает как Deer’; If it’s Borden’s, it’s got to be good – brand: Bordner Inc. – ‘Если это Borden, это сделано хорошо’;

3) Addressee of product: Tastes so good cats ask for it by name – brand: Meow Mix – ‘Такая вкусная, что кошки знают ее имя’; Libero – the best friend of your child – brand: Libero – ‘Libero – лучший друг малышей’; doesn’t your dog deserve ALPO? – Brand: ALPO DOG FOOD – ‘Или ваш пес не заслуживает ALPO!’;

4) Efficiency use: Don’t just book it. Thomas Cook it – brand: Thomas Cook – ‘Не заказывай, не стоит. Тебе Thomas приготовит’; You can be sure of Shell – brand: Shell Oil – ‘Можешь быть уверен в Shell’.

Slogan can "promise" not simply some concrete profit, but also good luck or happiness in lives in general: You’re in good hands with Allstate – brand: Allstate Insurance; you are in a Beauty Contest Every Day of your Life – Brand: Somay Soup – ‘Каждый День Вашей Жизни – Красивая Борьба’.

As it can be seen from cites an instance, the main purpose of the slogan - attraction of attention to advertised object - is realized to account of brightness of the language form of the advertising slogan, and for its creation is used whole set of the facilities impression, one of which is stylistic marked lexicon.

Stylistic analysis of lexicon advertising slogan has revealed following: in text of advertising slogan function lexemes with following stylistic coloration

(Table 3):

Table 3

Frequency analysis of stylistic markers of advertising slogans

Neutral	Terms	Colloquial (slang)	Dialects	Neologisms	Archaisms	Emotional
738	24	72	15	36	10	38
79%	2%	8%	2%	4%	1%	4%

The quantitative analysis of stylistic markers has shown that most lexicon of advertising slogans forms neutral lexicon. This is possible to explain by the following. Total amount of the pronouns in our explored material is 100 units, and amount of the official parts of speech equals 306 units. The pronouns and minor parts speech practically always stylistic neutral, expressive can be only their contextual use that, however, happens not often. Thereby, amount of potentially expressive units is reduced to 527, from which neutral units - 332. Consequently, objective picture of the use in AT-slogan of expressive lexicon of the different stylistic marking following (table 4):

Percent attitude stylistic marked lexicon to neutral enough high - 47/53. Lexicon of the advertising text is expressive, emotional and coloristic. The words with high "advertising value" form the image of the advertised subject and later easy cause in consciousness belief about him. Aside from direct sense they carry information on cultural-ethnic and social particularity given folk, society. The semantics is suppressing majority of the words of the advertising text positive.

The arsenal of the facilities for attraction of attention, awakening the confidence and beliefs more varying:

1. The expressive possibilities of sintagmatic - in one text is combined lexicon, belonging to absolutely miscellaneous group (terms, colloquial lexicon, poetical words etc.), for instance: Hello Tosh gotta Toshiba? – brand: Toshiba – дословно: ‘Привет – Вздор – Идущий к – Toshiba?’

2. The advertising texts turned to broad consumer auditorium so they are used colloquial lexicon and unmodified expressive words:Look, Ma, no cavities! – brand: Crest – ‘Глянь, ма, без складок!’.

3. Advertising address to youth auditorium using of the slang and turns:

Wotalot I got! – ‘Как много и все мне!’ – или же могут «звукоподражать» молодежной эстраде, например, неформальной хип-хоп поэзии: Flop, flop, fizz, fizz, oh, what a relief it is – Brand: Alka Seltzer.

4. Occasionally expressive advertising slogans more or less definitely "intimate" on some quality of the presented object by means of occasional words: The Uncola! - Brand: 7 Up.

Studying the language of British and American advertisement, turned to mass consumer, show that enough often occurs the stylization a speech under public (folk talk) [9, p. 59]. Aptly found word or turn will add the advertisement inimitable expression. So, for instance, Aztec - a name of style in cloth, created on examples of unrestrained, wild life of Mexican. When we hear this word in advertising context, in our imagination appears the image of the aborigine inhabitant of Mexico in national suit, and we become understandable about what direction in style of the cloth goes the speech. When we meet the noun ‘eye-popper’, in our imagination appears the image what-that strangely beautiful; this word causes beside us positive emotions and, hereunder, adjusts us on positive perception of advertised goods.

Thereby, using big arsenal of the lexical facilities of the reinforcement of the expressive influence, RT-slogan executes one of the important function of the advertising text - calls attention potential buyer on advertisement itself that can cause hereinafter interest to goods already.

However big amount receiving the expressive influence execute and else one function, about which advertisers prefer to keep silent. The question is so named "word-pale-holder".

AT tries to emphasize dignity of advertised goods and hide its defect. But since for undoubted lie in RT any public body or private citizen can tax suit on advertiser in court, that ad-makers use stylistic acceptance, allowing "lie, not having lain". The jocular hyperboles pertain to list these facilities, antithesis and etc, but one of the most ingenious is a use the words, importance which is on purpose distorted by advertiser, for instance: ‘You Too Can Have a Body like Mine’. The Graphic scene of the slogan grabs attention potential buyer from the main: ‘can’ is not ‘will’, and if you have not been able, that company not in the least not guilty, since speech went about possibility only.

‘Preparing to be a beautiful Lady’ - as with can, may be noticed that general expression of the slogan, accent on a beautiful Lady disturb to point to the fact, preparing - preparation, but at all not statement that you will become this lady, yes and notion of the beauty itself - too conditionally and subjective.

The most extensive group slogan with "word-pale-holder" form the slogans with turn helps do something: Helps stop rust and corrosion; Helps overcome skin problems; Helps you feel better; Helps you look younger and etc.

So considering slogan: A Mars a day helps you work, rest and play, - we can say that ‘helps work’ does not signifies that chocolate works for us at all. The metaphor forming: vitamins, protein and etc, support capacity to work too not always justified: some people (for instance, diabetic) chocolate "Mars" can kill, however advertisement promises, without promising.

Thereby, facility of the expressive influence apart from hides from inattentive consumer "word-pale-holder", by means of which occurs legalized defrauding the buyer.