Language Mechanisms of Achieving Expressiveness in Imperative Constructions of American Advertising Slogans

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.