THE PHENOMENON OF THE LANGUAGE GAME AS A MEANS OF INTENTIONAL VULGARIZATION OF ADVERTISING SPACE IN THE CONTEMPORARY LANGUAGE SITUATION |
| 4 | |
| 2013 |
| scientific article | 811.161.1’37:659.1 | ||
| 377-382 | language game, language norm, play on ambiguity, language of advertising, language ecology |
| This article addresses the problem of maintaining an ecological balance in the advertising communication. Advertising communication itself is taken to be a linguistic phenomenon which influences the development of the consumer’s linguistic competence. The analysis is carried out on the basis of examples from advertising texts with verbal and non-verbal means. We raise the issue of vulgarization of the advertising space which is interpreted as one effective extension of socio-cultural experience in the contemporary consumerist society. |
 |