STILISTIC FEATURES OF FRENCH SOCIAL ADVERTISING

Abstract

The article is devoted to the study of social advertising as a special kind of French advertising discourse, namely to identify the basic stylistic means inherent in advertising discourse. Particular attention was paid to identifying characteristic stylistic figures and defining their functions in social advertising. It is worth noting that the discourse of French social advertising is most characterized by the use of such rhetorical figures as syntactic parallelism, antithesis, repetition, play of words, rhetorical questions and rhyme. Among all the above stylistic figures, the most common in social advertising is syntactic parallelism, which is simultaneously accompanied by different types of repetitions. Another stylistic tool that is also quite common in French social advertising texts is the antithesis. As has been demonstrated in the previous examples, antithesis is usually accompanied by syntactic parallelism, which is built on contrasts and oppositions of certain concepts. Another stylistic technique that is very characteristic of the discourse of French social advertising is the play of words. Advertisers often refer to this rhetorical tool because the use of wordplay renders the advertisement more original, gives it luminance and sometimes even ironic sound. We would like to emphasise that through a system of artistic imagery, linguistic and stylistic means, advertising posters highlight what excites contemporary society and offer ways to solve pressing societal problems.