LEXICAL AND SYNTACTIC MEANS OF EXPRESSING A SLOGAN IN A FRENCH-LANGUAGE ADVERTISING TEXT

The article deals with lexical and syntactic means of expressing the slogan in French-language advertising text. Particular attention is paid to development as a linguistic phenomenon. works Ukrainian foreign scientists studying structural functional characteristics texts peculiarities their creation are analyzed. examines stylistic status clarifies features advertising. material study slogans obtained by continuous sampling method from websites trading companies. research uses structural-linguistic method, lexical-semantic analysis. Emphasis placed on use nominative sentences one most productive ways creating slogans. highlights prepositive definitions, postpositive constructions cases joint used order toemphasize indication target audience possibility specifying idea unique trade offer. It noted that main element text verb, which gives sentence dynamism, movement, creates appearance action. Analysis verb forms imperative indicative showed pragmatic message such structures usually call action, advice, instruction. was found infinitive quite common discourse optimal motivation, since semantics expression more easily combined meaning necessity inevitability. form two-part sentences, structure statements less concise, As result study, it feature tendency dominate create an association trademark.