Interdisciplinary approach to the study of advertising slogans

Return to list of articles
Doklady Bashkirskogo Universiteta. 2025. Volume 10. No. 4. pp. 145-152.

Authors

Bakiev A. G.*
Ufa University of Science and Technology
Alipa A. A.
Ufa University of Science and Technology

Abstract

This article examines slogans as a key component of advertising text. To create more effective and memorable advertising slogans, modern marketers employ various linguistic means of expression, including neologisms, slang, colloquialisms, stylistic and phonetic devices, and tropes. Visual and graphic accompaniment, as well as the plot of the video itself, also play an important role, enhancing the perlocutionary effect of the advertising message. An interdisciplinary approach involves studying advertising slogans as a complex phenomenon from the perspectives of linguistics, psycholinguistics, and marketing.

Keywords

  • реклама
  • рекламный слоган
  • маркетинговая лингвистика
  • стилистический прием
  • визуально-графический прием
  • троп
Return to list of articles