Лексична синонімія в текстах соціальної реклами

Abstract

The article defines the role of semantic and stylistic synonyms in the texts of social advertising. Social advertising plays an important role in the harmonization of human behavior in society. The means of targeted influence on their recipients are mostly verbalized information, which is shown in the form of advertising text. Synonymy as lexical semantic phenomenon is one of the ways of expression of the text, bright, vivid verbalization of emotional and semantic strengthening in the advertising communication, which together with logical expression adds expressiveness to the text. The use of synonyms in the particular speech genre as social advertising, which has important social functions is not paid not enough attention. This fact determines the relevance of our research. In the article it is determined that synonyms in the text of social advertising play an important semantic and stylistic role. Besides denotative (semantic) they have connotative meaning (emotional, expressive). They play the functions of replacement, refinement, evaluation, organization of advertising text style, etc. Absolute synonyms are used in texts of social advertising less. Stylistic and the most used semantic and contextual synonyms prevail. The choice of lexemes from synonymic line helps to definite opinion of the verbalization that is caused by communicative task of advertising. The use of synonyms within a text helps to avoid repetition and to create the effect of involvement, which increases the perception of the content of the advertising text. The gradation in the advertising text can be in the following ways: from stylistically unmarked to stylistically marked words, from less to more emotive, from partial to general, from single to multiple. It is also defined the implementation of the same seme in lexemes of different texts within certain thematic groups of social advertising. It is provided an opportunity to find out the range of lexical-semantic variants, which transfer the information of the same denotation to provide semantic-stylistic features of identical or similar meanings of the words, to fix the use of periphrasis, metonymy and synecdoche as the means of synonymization.