THE COMBINATION OF DIFFERENT TYPES OF GRAPHIC – BASED PLAY TECHNIQUES IN ADVERTISING

VOL. 58, BOOK 1, PART А, 2020 Full text (Bg)

Author: Silvia Gancheva

Affiliation: St. Kliment Ohridski University of Sofia

Abstract
The main purpose of the paper is to trace the ways of graphic – based word play in Bulgarian and Russian advertising texts. Тhree ways of formation of graphic neologisms were identified: monographical, polygraphical and codegraphical. In addition, the analysis of the empirical material made it possible to reveal the communicative intentions of advertisers when applying a specific technique of graphic play depending on the object of advertising and its target audience.

Key words: graphic neologisms, advertising, hashtag