Conclusion

We can say that delivered at the beginning initially studies of the problem are reached.

Advertisement is a contemporary socio-cultural phenomenon. Even today researchers have the question that strictly considers the advertisement. In the opinion of majority taught, any type of the advertisement must satisfy four main requirements: the form paid to communications, the source of its financing must be known, spread by means of mass media, must be intended determined group of the population i.e. be a phenomena to mass communication. The categorization of the advertisement can go on several bases; the most difficulties appear at categorizations of the advertisement on facility of the issue.

The main purpose of the advertisement is an advancement of goods on the market goods and services. We have selected the following functions of the advertisement: economic function, information function, communication and aesthetic function. The purpose of the advertisement is reached by means of its effect: effect of the cogitation, effect of the confidence, effect of the polemics, effect of the direct talk, effect of the presence, effect of the gradual reinforcement, effect of the edge, effect of the deceived waiting.

The text is an integral part majority advertising messages. It, as a rule, is main element, revealing main contents of the advertising message. In view of target installation, defining its structure, advertising text, on the one hand, is a special type of the text, however, on the other hand, in advertising purpose are used nearly all publicistic genres. The Important requirement presented to advertising text, - a maximum to information at minimum of the words. The advertising text consists of four main elements, which nearly are always used in advertisement: headline, subheading, the main text, and advertising slogan. The advertising slogan is short remembering phrase, which will send in bright, figurative form main idea to advertising campaign. Quite often, the whole advertising text consists of advertised proper name and accompanying its slogan.

The achievement to purposes of attraction of attention in slogan is realized by miscellaneous facilities: use the structured particularities of the offer, phonetics-intonational, graphic facilities, as well as semantics-stylistic characteristic of the words. The Central place amongst them must occupy the semantic section.

The slogans include the informative and emotional component, which are quite often combined. Informative slogans present itself direct feature of goods, but expressed in slogan rational information touches the varied features of goods: type of the advertising object, discriminating quality of goods, addressee to product and efficiency of the use of advertised goods.

In view of their greater information two main frequency groups of the lexemes of the advertising slogan in explored material are nouns (26%) and verbs (14%). Wide spectrum of the lexical facilities of the creation to expressions: from use the stylistic neutral words before colloquial lexicon. However most frequency group (79%) forms stylistic neutral lexicon that, on our opinion, can be explained that fact that advertising text is oriented on the inhabitant in the first place. One of the typical lexical facilities in AT-slogan are "word-pale-holder" leading to implicit defrauding the consumer.

Making the expressive effect of the advertising slogan serves also use the structured particularities of the offer. The most frequency group (26%) in explored us material has formed the advertising slogans - a simple offer that is explained by economic aspect: longing AT to brevity. In advertisement is tracked trend to draw near the interpretation to verbally-colloquial speech.

Using big arsenal lexical and syntax facilities of the reinforcement of the expressive influence, modern English advertising slogan executes one of the important function of the advertising text - calls attention potential buyer on advertisement itself that can cause here in after interest to goods already.