Abstract
The subject of this article is the use of paremiological and phraseological units in the advertising text. The purpose of this work is to consider and analyze the transformation of paroemias, in particular phraseological units, in an advertising message, as well as to identify their functions. The article uses the following research methods: the method of phraseological analysis and the hermeneutic method, which allow us to consider and analyze the meaning of paremiological units, their origin and compare them with the advertising text in which they are used. The paper concludes that the functions of paremiological units and advertising tasks are inextricably linked. These functions and tasks are reduced to encouraging the recipient to make a decision and to influence the subconscious of a person. The results of this study can be applied in the field of marketing and advertising, in the classes of philologists and linguists in phraseology. The relevance of this article lies in the fact that currently advertising is a significant element of mass culture, which is found in different spheres of life. Any advertising message can affect the subconscious and feelings of recipients, which necessitates understanding the reasons why such an impact occurs. The novelty and significance of the study lies in the fact that special emphasis is placed on a detailed and detailed consideration of the semantics of an advertising message using phraseological units and other paroemias, on its comparison with the meaning of the original phraseological and paremiological units. In addition, for the first time, the idea of the relationship of functions, forms of use of various paremiological units, in particular phraseological units, and the tasks of any advertising message was clearly formulated.
Keywords
Phraseological units, paremias, proverbs, advertising text, advertising message functions.