LINGUISTIC MEANS OF EXPRESSION OF THE STRUCTURAL-SEMANTIC FEATURES IN ADVERTISEMENT MESSAGES /ON THE MATERIAL OF THE FRENCH AND UKRAINIAN LANGUAGES
The article represents the comparative analysis of linguistic means in advertising texts of different genreson the material of the French and Ukrainian languages in periodicals and mass media; it attempts to describe the structural features and semantic and paradigmatic links in advertisements in the French and Ukrainian. The article summarizes the main phenomena of the linguistic processes of advertisement messages, analyzes the linguistic and communicative functions of advertising slogans in the French and Ukrainian in the comparative aspect. The article concludes that the main systemic phenomena of the lexical and semantic organization of advertisement messages are important in advertising texts. They are polysemy, homonymy, synonymy and antonymy, therefore the article deals with the communicative and pragmatic aspect of the advertising text in the French and Ukrainian languages, which is formed with the help of lexical, grammatical and stylistic markers. The analysis of linguistic material has allowed to lay emphasis on the following means: at the morphological level – on the use of qualitative adjectives, which transmit information about the quality of goods or services (abordable, complet, facile, rapide, léger, petit); on the use of adverbs with the meaning of time (maintenant, avant, après); turns of phrases (се ... qui, се ... que, c›est que); on presentatives (voici, voilà), which attract the attention of the advertisement’s addressee; intensity prefi xes (super-, extra-, ultra-). The use of antonyms, synonyms and homonyms contributes to the attainment of greater expressiveness and persuasiveness. The main function of homonymy in the advertising texts is the creation of puns with phraseology, colloquial clichés, sayings and proverbs. Imperative and informative
sentences are often used in both languages.