LINGUISTIC DIMENSION OF ADVERTISING TEXTS OF CARE COSMETIC

Abstract

The study examines the concepts of “advertising” and “advertising text” in general. It overviews scientific works devoted to the linguistic aspects of advertising care cosmetics. According to the results of the analysis of the advertising texts of cosmetic products from the British websites Space NK, Cult Beauty and Lookfantastic, the structure of the advertising text of cosmetic products was distinguished, and the names of cosmetic products analysed from the perspective of their construction, as well as from the point of view of the functioning of lexical and stylistic devices in them. The most frequent lexical stylistic means of different levels were outlined. It was found that advertising is simultaneously a means of sales communication, a linguistic form of expression, and a means of influence, and the advertising text should be universal and flexible. By structure, advertising consists of a brand name, a product name, performing a meaningful and influential function, and the main printed advertising text. Epithets, metaphors, allusion, personification, puns and repetition were highlighted in product names. For the author of the advertisement, the title is a more limited space for creativity. Online advertisements contain the name of the section to which the product belongs, which performs both an informational and a descriptive function. The main advertising text usually contains one or two sentences, rarely three or four, and rarely individual phrases. The use of the imperative mode is characteristic. Simple sentences predominate. Preference is given to a quick, short, but at the same time descriptive message. The most frequently used stylistic devices are epithet, metaphor, simile, hyperbole, litote, personification, euphemism, dysphemism, allusion and metalepsis. Examples, translations or explanations are provided for each stylistic figure. Using the French language ensures customer orientation in French-speaking countries or their relation to the luxury category.