Kovalenko N. Slogan linguistic identification in the structure of advertising.

The object is the lexical-semantic and syntactical characteristics of slogan. The aims are description of the main structural - semantic features of a Russian-language slogan and tendencies of their actualization by advertising campaigns. Methods - contextual interpretational analysis, supervision, statistical analysis. The main structural and syntactic features of me modem slogan, which testify the evidently manipulative character of the advertisement, are marked. It is underlined that one of the chief communicative intentions of Russian-language slogan is the creation of associations with brands. Some of them are expressed by foreign lexis. The nuclear components of slogan are generated to create the modem picture of ads world. Syntactic means of Russian-langaage slogans are used to show definite associations of slogan and brand. To create pragmatic effect of slogan some structures are used along with emotion-expressional lexis. Spheres of use are the training courses and advertising activity.