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

dc.contributor.author	Gancheva, Silvia
dc.date.accessioned	2022-11-06T12:35:16Z
dc.date.available	2022-11-06T12:35:16Z
dc.date.issued	2020
dc.identifier.citation	Gancheva, Silvia, "THE COMBINATION OF DIFFERENT TYPES OF GRAPHIC – BASED PLAY TECHNIQUES IN ADVERTISING", PAISII HILENDARSKI UNIVERSITY OF PLOVDIV – BULGARIA RESEARCH PAPERS, VOL. 58, BOOK 1, PART A, 2020 – LANGUAGES AND LITERATURE, 342-353	en_US
dc.identifier.issn	0861-0029
dc.identifier.uri	https://lib.uni-plovdiv.net/handle/123456789/1081
dc.description.abstract	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 codegraphical. In addition, the analysis of the empirical material made it possible to reveal the communicative intentions of advertisers when applying a specific technique of graphic play depending on the object of advertising and its target audience.	en_US
dc.language.iso	Bulgarian	en_US
dc.publisher	УИ "Паисий Хилендарски"	en_US
dc.subject	graphic neologisms	en_US
dc.subject	advertising	en_US
dc.subject	hashtag	en_US
dc.title	THE COMBINATION OF DIFFERENT TYPES OF GRAPHIC – BASED PLAY TECHNIQUES IN ADVERTISING	en_US
dc.title.alternative	ГРАФИЧНИ ИГРОВИ ПОХВАТИ В РЕКЛАМАТА	en_US
dc.type	Article	en_US