Slogans in the French language: linguo-stylistic analysis and pragmatic force
https://doi.org/10.18384/2949-5075-2026-1-305
Abstract
The aim of this article is to establish the characteristic features of slogans based on modern linguistic coinages, including the consolidation of a stable connection between the brand name and the product through the transfer of information.
Methodology. In the study of slogans, general and special methods aimed at processing modern French commercial advertising were used: descriptive, comparative, contextual, in particular, description of derivational processes, as well as translation interpretation.
Results. The characteristics of modern French slogans and the means of their formation are revealed. In addition, the slogan is reproduced in advertising without changes and can go beyond it into colloquial speech. The meaning of the slogan can be characterized by idiomaticity.
Research implications of the paper lies in the clarification of the definition of a slogan’s value and its ability to promote relevant marketing information to the customer effectively. The slogan can be studied as an advertising constant using marketing and linguistic tools.
About the Authors
I. V. Skuratov
Federal State University of Education
Russian Federation
Russian Federation
Skuratov Igor Vladimirovich – Dr. Sci. (Philology), Prof., Department of Germanic and Romance Philology
Moscow
Ibrahim Ben Aissa
Federal State University of Education
Russian Federation
Russian Federation
Ben Aissa Ibrahim – Postgraduate Student, Department of Germanic and Romance Philology
Moscow
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