Mechanisms of hyperbole creation in German advertising slogans
https://doi.org/10.18384/2949-5075-2024-2-122-133
Abstract
Aim. To identify and systematize mechanisms of hyperbole creation at different linguistic levels in German advertising slogans.
Methodology. The sampling method was used to reveal the mechanisms of creation of hyperbole on different linguistic levels in the German advertising slogan; the semantic-syntactic analysis of linguistic material was used to describe and systematize the data.
Results. The mechanisms of hyperbole creation in German advertising slogans were identified, analyzed, systematized and described, statistical data of the most frequent of them were given.
Research implication. Theoretical significance of the work is the consideration of the terminology of hyperbole and its structure, peculiarities of its realization in advertising discourse. Practical significance is in the identification of the mechanisms of hyperbole creation which can be used by marketing specialists for writing slogans, as well as in teaching and learning activities related to the study of lexicology, stylistics, pragmatics, sociolinguistics, psycholinguistics and theory of speech influence.
About the Author
O. O. Semenova
Moscow State Institute of International Relations (University) of the Ministry of Foreign Affairs of the Russian Federation
Russian Federation
Russian Federation
Olga O. Semenova – Lecturer, Department of German
Prospect Vernadskogo 76, Moscow 119454
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