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

Abstract

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 enlarge and uncover the associative imaginariness of their relations in consequence of which the target group gets some polysemic messages. As a result of picturesque imaginariness and accentuated expression these idioms tend to have a reticent effect on the target group which is corresponding to the functions of advertising conception and leads to changes of some stereotypes and emotional estimations of the reality.