SEMANTIC AND STYLISTIC DIVERSITY OF ADVERTISING NOMINATIONS (BASED ON THE LINGUISTIC MATERIAL OF THE CITY OF DROGOBYCH, LVIV REGION)

Halyna SHKOLA,
Candidate of Philological Sciences, Associate Professor, Associate Professor of the Department of Ukrainian Philology,
Kyiv National Linguistic University;
73, Velyka Vasylkivska St., Kyiv, 03150, Ukraine;
e-mail: shkolagal8@gmail.com
ORCID: https://orcid.org/0000-0001-7292-899X

Liudmyla PASHYNSKA,
Candidate of Philological Sciences, Associate Professor, Associate Professor of the Department of Ukrainian Philology,
Kyiv National Linguistic University;
73, Velyka Vasylkivska St., Kyiv, 03150, Ukraine;
e-mail: ludmila_7171@ukr.net
ORCID: https://orcid.org/0000-0001-5764-1747

Heading: LANGUAGE OF THE MEDIA
Language: Ukrainian

Abstract
The article is devoted to the analysis of language means of advertising texts and signs of the city of Drohobych, Lviv region. In scientific research, the functions of social and commercial advertising are outlined, and it is found that its subject matter is determined both by the realities of the military present and the period of the 20th century. The analysis of linguistic means in advertising texts proves that lexemes create bright original images, convey emotions, are characterized by expression, and give the advertised product a positive evaluation. It is noted that in order to increase the effectiveness of the texts, to create a comic, outrageous, authors actively use such stylistic techniques as metonymy, hyperbole, antonomasia. It has been proven that the advertiser not only informs the consumer about the product or service, but also draws his attention to the product and interests him by using diminutives, abbreviations, and anonyms. It is emphasized that advertising acts as a means of influencing the consumerʼs consciousness, capable of changing his moods and thoughts.
Key words: advertising, outrage, diminutives, metonymy, hyperbole.

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