Advertising as a platform for language game

The present study is devoted to the language game as a widespread advertising phenomenon. With reference contextual analysis of games in advertisements, article considers achievements main goals (to attract potential consumers and influence their buying behavior) by virtue various creative means. discusses analyzes different types based on phonetics, lexical grammatical means Russian language. Cases with use onomatopoeia, homonyms nonce words are emphasized. specific features linguistic phenomenon illustrated appropriate examples. Reportedly, makes possible and, certain cases, an ideal environment for its implementation. Considering integral part discourse, authors draw conclusions about similarity communicative goal advertising. Apart from contributing theory standpoint modern linguistics, development theory, results explore possibilities language, including