Browsing by Subject "advertising"

Now showing items 1-6 of 6

    • THE COMBINATION OF DIFFERENT TYPES OF GRAPHIC – BASED PLAY TECHNIQUES IN ADVERTISING 

      Gancheva, Silvia (УИ "Паисий Хилендарски", 2020)
      The main purpose of the paper is to trace the ways of graphic – based word play in Bulgarian and Russian advertising texts. Тhree ways of formation of graphic neologisms were identified: monographical, polygraphical and ...

    • LANGUAGE AND STYLE IN ADVERTISING PHARMACEUTICAL PRODUCTS 

      Nenkova, Veselka; Nenkova, Nezabravka (УИ "Паисий Хилендарски", 2015)
      The aim of our article is to analyze language resources and advertising styles concerning pharmaceutical products. Advertisement texts are not only informative, but persuasive as well. What we have attempted to do is to ...

    • LANGUAGE GAMES ON THE FUNCTIONAL LAYER (FROM RUSSIAN, GERMAN AND BULGARIAN DATA) 

      Tencheva, Boryana (УИ "Паисий Хилендарски", 2012)
      This article describes the main theoretical problems of definition and pragmatic aspects of wordplay as a linguistic and cognitive-communicative phenomenon in the advertising discourse. We shall hereby discuss only the ...

    • POLYSEMY AND FUNCTIONALITY OF THE IDIOM'S INNER FORM IN GERMAN, BULGARIAN AND RUSSIAN ADVERTISING 

      Tencheva, Boryana (УИ "Паисий Хилендарски", 2018)
      With reference to concrete examples we made an effort to study the semantic binarity and semantic variations of idioms in TV advertising. The accurate selection of the extralinguistic context and the precise word choice ...

    • RHETORICAL FIGURES IN ADVERTISING AND THE ROLE OF ADJECTIVES 

      Petkova-Zaralieva, Gergana (УИ "Паисий Хилендарски", 2015)
      In this work we have tried to carry out a brief analysis of rhetorical figures and their ability to enrich language. What particularly interests us is how they are used in advertising and what the role of the adjective in ...

    • THE SEMANTICS OF THE ADJECTIVE IN BULGARIAN AND SPANISH ADVERTISING 

      Petkova-Zaralieva, Gergana (УИ "Паисий Хилендарски", 2014)
      The use of adjectives in modern Spanish and Bulgarian advertising campaigns is considered in this paper. Advertising is a media phenomenon that constantly attacks us and our current lives by all means. What is it that ...