Use of language games in advertising texts as a creative approach in advertising management

Abstract

The article analyzes the essence of language game, different approaches to the interpretation of this category, its potential for creating the effect of communicative influence on the consumer in the advertising text. Language game is seen as conscious violation of language norms, rules of linguistic behavior, distortions of language cliche in order to provide more expressive power to the text of an advertisement. Game strategies are implemented in three types of advertising such as advertising texts, slogans and advertising names. Authors use descriptive method, which includes observation, generalization, interpretation and classification of the test material, component analysis method. A totality of gaming techniques was found to help present an advertising product as attractive as possible. It is stated that virtually all levels of language have a significant potential for implementing the functions of the language game in the advertising text. Examples of various techniques of use of the phonetic and graphic game, methods of lexical and word-building games are revealed. The game potential of grammatical tools is shown. Particular attention is paid to the handling of case-law texts as one of the most widely used methods of speech game advertising. The combination of different types of speech games has become a common phenomenon for its implementation in advertising. It is concluded that the language game allows to realize the fundamental principle of creating a bright advertising message. Use of these tools reflects one of the main trends in modern advertising language which means installation of originality, creativity, and extraordinary.