Slogans in Advertising: Social and Cultural Aspects

The master thesishas revealed the origin, nature, linguistic features, functions and pragmatic aims of a slogan in the advertising discourse.
Te research has a high relevance due to the fact that slogans bacame one of the most powerful tools in advertising, they have an influence on social and cultural behaviour of the society. In order to use them as a useful, not harmful mechanism of manipulation, it was necessary to analyze the slogans in advertising discourse through the framework of the actively developing theory of neology in linguistics.

Hadalova I. Slogans in Advertising: Social and Cultural Aspects : master’s thesis : 035 Philology / Hadalova Iryna. - Kyiv, 2020. - 99 p.