{"id":3515,"date":"2021-01-30T22:49:49","date_gmt":"2021-01-30T20:49:49","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=3515"},"modified":"2021-05-18T09:32:55","modified_gmt":"2021-05-18T06:32:55","slug":"%d0%be%d1%81%d0%be%d0%b1%d0%bb%d0%b8%d0%b2%d0%be%d1%81%d1%82%d1%96-%d1%80%d0%b5%d0%b0%d0%bb%d1%96%d0%b7%d0%b0%d1%86%d1%96%d1%97-%d0%bf%d1%80%d0%b8%d0%b9%d0%be%d0%bc%d1%96%d0%b2-%d0%bc%d0%be%d0%b2","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=3515","title":{"rendered":"\u041e\u0441\u043e\u0431\u043b\u0438\u0432\u043e\u0441\u0442\u0456 \u0440\u0435\u0430\u043b\u0456\u0437\u0430\u0446\u0456\u0457 \u043f\u0440\u0438\u0439\u043e\u043c\u0456\u0432 \u043c\u043e\u0432\u043d\u043e\u0457 \u0433\u0440\u0438 \u0432 \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u0438\u0445 \u0442\u0435\u043a\u0441\u0442\u0430\u0445"},"content":{"rendered":"

<\/p>\n

\u041e\u0421\u041e\u0411\u041b\u0418\u0412\u041e\u0421\u0422\u0406 \u0420\u0415\u0410\u041b\u0406\u0417\u0410\u0426\u0406\u0407 \u041f\u0420\u0418\u0419\u041e\u041c\u0406\u0412 \u041c\u041e\u0412\u041d\u041e\u0407 \u0413\u0420\u0418 \u0412 \u0420\u0415\u041a\u041b\u0410\u041c\u041d\u0418\u0425 \u0422\u0415\u041a\u0421\u0422\u0410\u0425<\/p>\n

FEATURES OF IMPLEMENTATION OF RECEPTIONS LANGUAGE GAME IN ADVERTISING TEXTS<\/p>\n

<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 223-227. \u041d\u043e\u043c\u0435\u0440: \u21165, 2020 (286)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u0422\u0404\u041b\u0404\u0422\u041e\u0412 \u041e. \u0421.
\n\u0421\u0443\u043c\u0441\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0430\u0433\u0440\u0430\u0440\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442
\n\u0422\u0404\u041b\u0404\u0422\u041e\u0412\u0410 \u0421. \u0413.
\n\u0421\u0443\u043c\u0441\u044c\u043a\u0438\u0439 \u0434\u0435\u0440\u0436\u0430\u0432\u043d\u0438\u0439 \u043f\u0435\u0434\u0430\u0433\u043e\u0433\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0456\u043c\u0435\u043d\u0456 \u0410.\u00a0\u0421.\u00a0\u041c\u0430\u043a\u0430\u0440\u0435\u043d\u043a\u0430<\/p>\n

TELETOV A.
\nSumy National Agrarian University
\nTELETOV\u0410 S.
\nSumy State Pedagogical University named after Makarenko<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2020-286-5-41<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 01.10.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 03.11.2020<\/p>\n

\u00a0<\/strong>\u0410\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u043c\u043e\u0432\u043e\u044e \u043e\u0440\u0438\u0433\u0456\u043d\u0430\u043b\u0443<\/strong><\/p>\n

\u0423 \u0441\u0442\u0430\u0442\u0442\u0456 \u0440\u043e\u0437\u0433\u043b\u044f\u0434\u0430\u0454\u0442\u044c\u0441\u044f \u0441\u0443\u0442\u043d\u0456\u0441\u0442\u044c \u043c\u043e\u0432\u043d\u043e\u0457 \u0433\u0440\u0438 \u044f\u043a \u0441\u0432\u0456\u0434\u043e\u043c\u043e\u0433\u043e \u043f\u043e\u0440\u0443\u0448\u0435\u043d\u043d\u044f \u043f\u0440\u0430\u0432\u0438\u043b \u043c\u043e\u0432\u043d\u043e\u0457 \u043f\u043e\u0432\u0435\u0434\u0456\u043d\u043a\u0438 \u0442\u0430 \u043c\u043e\u0432\u043d\u0438\u0445 \u043d\u043e\u0440\u043c \u0437 \u043c\u0435\u0442\u043e\u044e \u0437\u0440\u043e\u0431\u0438\u0442\u0438 \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u0435 \u043f\u043e\u0432\u0456\u0434\u043e\u043c\u043b\u0435\u043d\u043d\u044f \u044f\u0441\u043a\u0440\u0430\u0432\u0456\u0448\u0438\u043c \u0442\u0430 \u0435\u043a\u0441\u043f\u0440\u0435\u0441\u0438\u0432\u043d\u0456\u0448\u0438\u043c. \u041f\u043e\u043a\u0430\u0437\u0430\u043d\u043e, \u0449\u043e \u0456\u0433\u0440\u043e\u0432\u0456 \u043c\u043e\u0432\u043d\u0456 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457 \u0440\u0435\u0430\u043b\u0456\u0437\u0443\u044e\u0442\u044c\u0441\u044f \u0443 \u0442\u0440\u044c\u043e\u0445 \u0442\u0438\u043f\u0430\u0445 \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u0438\u0445 \u0444\u043e\u0440\u043c: \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u0438\u0445 \u0442\u0435\u043a\u0441\u0442\u0430\u0445, \u0441\u043b\u043e\u0433\u0430\u043d\u0430\u0445 \u0442\u0430 \u0456\u043c\u0435\u043d\u0430\u0445 \u0431\u0440\u0435\u043d\u0434\u0456\u0432. \u041f\u0440\u043e\u0430\u043d\u0430\u043b\u0456\u0437\u043e\u0432\u0430\u043d\u043e \u043f\u0440\u0430\u0433\u043c\u0430\u0442\u0438\u0447\u043d\u0438\u0439 \u043f\u043e\u0442\u0435\u043d\u0446\u0456\u0430\u043b \u0456\u0433\u0440\u043e\u0432\u0438\u0445 \u043f\u0440\u0438\u0439\u043e\u043c\u0456\u0432, \u044f\u043a\u0456 \u0434\u043e\u043f\u043e\u043c\u0430\u0433\u0430\u044e\u0442\u044c \u0449\u043e\u043d\u0430\u0439\u043f\u0440\u0438\u0432\u0430\u0431\u043b\u0438\u0432\u0456\u0448\u0435 \u043f\u043e\u0434\u0430\u0442\u0438 \u0456\u043d\u0444\u043e\u0440\u043c\u0430\u0446\u0456\u044e \u043f\u0440\u043e \u0442\u043e\u0432\u0430\u0440 \u0447\u0438 \u043f\u043e\u0441\u043b\u0443\u0433\u0443. \u041e\u043f\u0438\u0441\u0430\u043d\u043e \u0442\u0430 \u043d\u0430\u0432\u0435\u0434\u0435\u043d\u043e \u043f\u0440\u0438\u043a\u043b\u0430\u0434\u0438\u00a0 \u0432\u0438\u043a\u043e\u0440\u0438\u0441\u0442\u0430\u043d\u043d\u044f \u0444\u043e\u043d\u0435\u0442\u0438\u0447\u043d\u043e\u0457, \u0433\u0440\u0430\u0444\u0456\u0447\u043d\u043e\u0457 \u0456 \u043c\u043e\u0440\u0444\u043e\u043b\u043e\u0433\u0456\u0447\u043d\u043e\u0457 \u0433\u0440\u0438, \u0440\u0456\u0437\u043d\u0438\u0445 \u0441\u043f\u043e\u0441\u043e\u0431\u0456\u0432 \u043b\u0435\u043a\u0441\u0438\u0447\u043d\u043e\u0457 \u0442\u0430 \u0441\u043b\u043e\u0432\u043e\u0442\u0432\u0456\u0440\u043d\u043e\u0457 \u0433\u0440\u0438, \u0430 \u0442\u0430\u043a\u043e\u0436 \u043e\u0431\u0456\u0433\u0440\u0443\u0432\u0430\u043d\u043d\u044f \u043f\u0440\u0435\u0446\u0435\u0434\u0435\u043d\u0442\u043d\u0438\u0445 \u0442\u0435\u043a\u0441\u0442\u0456\u0432. \u0426\u0456 \u043f\u0440\u0438\u0439\u043e\u043c\u0438, \u0437\u0430\u0441\u0442\u043e\u0441\u043e\u0432\u0430\u043d\u0456 \u0432 \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u0438\u0445 \u043f\u043e\u0432\u0456\u0434\u043e\u043c\u043b\u0435\u043d\u043d\u044f\u0445, \u043c\u0430\u044e\u0442\u044c \u0437\u043d\u0430\u0447\u043d\u043e \u0431\u0456\u043b\u044c\u0448\u0438\u0439 \u0432\u043f\u043b\u0438\u0432 \u043d\u0430 \u0440\u0435\u0446\u0438\u043f\u0456\u0454\u043d\u0442\u0430 (\u0433\u043b\u044f\u0434\u0430\u0447\u0430, \u0441\u043b\u0443\u0445\u0430\u0447\u0430, \u0447\u0438\u0442\u0430\u0447\u0430). \u041f\u043e\u043a\u0430\u0437\u0430\u043d\u043e, \u0449\u043e \u043e\u0441\u0442\u0430\u043d\u043d\u0456\u043c \u0447\u0430\u0441\u043e\u043c \u043f\u043e\u0454\u0434\u043d\u0430\u043d\u043d\u044f \u0440\u0456\u0437\u043d\u0438\u0445 \u0442\u0438\u043f\u0456\u0432 \u043c\u043e\u0432\u043d\u043e\u0457 \u0433\u0440\u0438 \u0441\u0442\u0430\u043b\u043e \u0434\u043b\u044f \u0440\u0435\u0430\u043b\u0456\u0437\u0430\u0446\u0456\u0457 \u0432 \u0440\u0435\u043a\u043b\u0430\u043c\u0456 \u0437\u0432\u0438\u0447\u0430\u0439\u043d\u0438\u043c \u044f\u0432\u0438\u0449\u0435\u043c. \u0412\u0438\u0441\u043b\u043e\u0432\u043b\u0435\u043d\u043e \u0434\u0443\u043c\u043a\u0443, \u0449\u043e \u0432 \u0443\u043c\u043e\u0432\u0430\u0445 \u0432\u0441\u0435\u0441\u0432\u0456\u0442\u043d\u044c\u043e\u0457 \u043f\u0430\u043d\u0434\u0435\u043c\u0456\u0457 \u0432\u043d\u0430\u0441\u043b\u0456\u0434\u043e\u043a \u043f\u0456\u0434\u0432\u0438\u0449\u0435\u043d\u043d\u044f \u043e\u0431\u0441\u044f\u0433\u0456\u0432 \u0440\u043e\u0431\u0456\u0442, \u0449\u043e \u0432\u0438\u043a\u043e\u043d\u0443\u044e\u0442\u044c\u0441\u044f \u0434\u0438\u0441\u0442\u0430\u043d\u0446\u0456\u0439\u043d\u043e, \u0432\u0438\u043a\u043e\u0440\u0438\u0441\u0442\u0430\u043d\u043d\u044f \u043c\u043e\u0432\u043d\u043e\u0457 \u0433\u0440\u0438 \u0432 \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u0438\u0445 \u0442\u0435\u043a\u0441\u0442\u0430\u0445 \u0442\u0456\u043b\u044c\u043a\u0438 \u0437\u0431\u0456\u043b\u044c\u0448\u0438\u0442\u044c\u0441\u044f.
\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0440\u0435\u043a\u043b\u0430\u043c\u0430, \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u0456 \u0442\u0435\u043a\u0441\u0442\u0438, \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u0456 \u043f\u043e\u0432\u0456\u0434\u043e\u043c\u043b\u0435\u043d\u043d\u044f, \u043a\u043e\u043c\u0435\u0440\u0446\u0456\u0439\u043d\u0435 \u0456\u043c’\u044f, \u0431\u0440\u0435\u043d\u0434, \u0441\u043b\u043e\u0433\u0430\u043d, \u043c\u043e\u0432\u043d\u0430 \u0433\u0440\u0430, \u0442\u0438\u043f\u0438 \u043c\u043e\u0432\u043d\u043e\u0457 \u0433\u0440\u0438.<\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

Modern advertising is becoming more and more part of a person’s life, accompanying him while traveling, using media and gadgets, working at a computer, etc. and becomes the main link between the consumer and the manufacturer. The global pandemic COVID-19 has forced a significant part of humanity to work remotely, which significantly increases the possibilities of Internet advertising. On the other hand, there have been so many advertising messages that the recipient no longer accepts standard texts and images. Therefore, in advertising, which is always motivated by extralinguistic factors, more and more innovative methods are used to create it, aimed at inspiring people with new emotional images. Various linguistic techniques are increasingly used in advertising texts, one of the most effective of which is the language game, which increases the expressiveness of advertising text, makes the advertising message original and strengthens its contact with the viewer, listener, reader and more. The reflection in the language game of problems that go beyond linguistic reality, necessitates their multifaceted study by marketers, linguists, psychologists and other professionals.
\nThe article considers the essence of the language game, which is considered as a deliberate violation of the rules of language behavior and language norms in order to make the advertising message brighter and more expressive. It is shown that game language strategies are implemented by three types of advertising forms: advertising texts, slogans and brand names. It is noted that in the context of a global pandemic, the role of language play in advertising is significantly increasing. A set of game techniques that help to present information about a product or service in the most attractive way is given, and it is stated that foreign languages also have a significant potential for the implementation of language game functions in the advertising text. Examples of methods of using morphological, phonetic and graphic games, methods of lexical and word-forming games, as well as playing precedent texts are described and given. These techniques used in advertising messages have a much greater impact on the viewer, listener, reader of advertising messages. It is shown that recently a combination of different types of language games has become a common phenomenon in advertising. It is believed that in terms of increasing the amount of work performed remotely, the use of language games in advertising texts will only increase.
\nKeywords:<\/strong> advertising, advertising texts, advertising messages, commercial name, brand, slogan, language game, types of language game.<\/p>\n

\u00a0References<\/strong><\/p>\n

    \n
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