Figures of Speech as Used in Social Advertising Discourse

The article is devoted to the study of stylistic figures employed increase effectiveness social advertising. purpose was describe speech that are most often used when developing argumentation messages. material collected from various media banks on Internet by a continuous sampling method. We have analyzed environmental advertising posters, more than 4,000 units in total. Stylistic traditionally classified into addition, omission, transposition, and comparison. addition represented forms repetitions; actively anaphora, which helps author text emphasize main idea message. clarify what has been said, they noticeable means enhancing expression text. Omission much common. This group includes ellipsis (the frequent all described figures), asyndeton, aposiopesis. function transposition facilitate assimilation thesis message: mainly place logical accents, required for understanding They divided symmetrical (chiasm, inversion, parallelism) asymmetric (parcellation, paronomasia). Comparison constitute third total number found, shows their high popularity posters. identity (periphrasis), contrast (antithesis), alogism (amphiboly), gradation. antithesis, considered important figure since basic alternatives groups, clusters, rubrics based antithesis. special argumentative value this antithesis makes it possible double declared attribute, not only approving correct behavior model but also simultaneously condemning wrong one. That why almost construction presented advertising: alloyosis, acrothesis, paradiastole, etc.