- Saubanova Liarina Alfirovna
The article deals with the changes in semantic structures of verbs in imperative con- structions as the factor of expressiveness achieved. The imperative construction in the structure of the slogan prove the most effective in terms of advertising. The expressiveness of impera- tive constructions is achieved through various language processes such as rethinking of the prototypical meaning of the verb, the appearance of contextual meaning, transition of the verb from one lexico-semantic group to another, predicate denotation expanding, transition of a one-act verb into the heterogeneous type of the predicate within the space of multiples, cognitive metaphor and metonymy processes. Keywords: imperative construction; space of multiples; heterogeneous type of the predicate; cognitive metonymy; cognitive metaphor.
How to link insert
Saubanova, L. A. (2021). Language Mechanisms of Achieving Expressiveness in Imperative Constructions of American Advertising Slogans Bulletin of the Moscow City Pedagogical University. Series "Pedagogy and Psychology", 2021, №2 (42),