Khoda (. Lingual features of modern Slovak advertising.

The thesis is devoted to lingual features of modern Slovak advertising. The analysis was performed on the material of Slovak commercial advertising text that appears in the Slovak media space during the 2008–2013 years. In the thesis it is described the phenomenon of the advertising, researched the basic aspects of its study, functional composition of the advertising texts, peculiarities of their creation at the lexical, morphological, syntactic and stylistic levels. There is considered conscious and unconscious linguistic deviations in the Slovak advertising texts at the different levels. Within unconscious linguistic deviations it is highlighted the orthoepical, orthographical, lexical-semantic, morphological, syntactic and stylistic deviations. Within conscious linguistic deviations it is researched the phenomenon of language game and its techniques on the phonetical, graphical, lexical and morphological levels of the language.