THE COMMUNICATIVE FUNCTION OF CONNOTATIVE UNITS IN ADVERTISING TEXTS
DOI:
https://doi.org/10.69691/zgaa2b49Keywords:
advertising, connotation, connotative units, communicative function, pragmatics, associative meaning, advertising language.Abstract
This article examines the communicative function of connotative units in advertising texts. The author analyzes how connotations influence the content of advertisements, evoke emotional responses in the audience, and contribute to shaping a positive image of a product or service. Particular attention is given to the pragmatic value of evaluative, figurative, and associative expressions used in advertising discourse, as well as their role in brand perception.
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