Structural-Semantic Features of Advertising Slogans in French

Abstract

The study examined structural and semantic features of advertising slogans in French. The relevance of the conducted research is determined by the unflagging interest of representatives of various fields in advertising in general and in the advertising slogan in particular. The authors identified the main methods and techniques used to create an advertising slogan in French, and also revealed how their use affects the semantics of the statement, and, consequently, the perception of all advertising and the formation of a positive image of the company producing goods and services. The research found that the effectiveness of the advertising campaign slogan largely depends on the visual range and auditory series. Also, it is indicated that in the press, in which there is no possibility of placing any graphic image, there is a big focus on a play of words, built on polysemy, homonymy, allusive contexts and other stylistic resources.