Innovation of the republic of uzbekistan samarkand state institute of foreign languages

 
 

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1.2. Illustration is one of ways of advertising text 
An advertising text, being a form of illustration of a language, implements many 
language functions, in particular emotive, expressive, aesthetic, semiotic, including via 
the interconnection of its elements - meaningful and formal (graphic). As a rule, authors 
of profitable marketing use numerous phonosemantic techniques primarily based on the 
signal machine (Peirce 1982). In this regard, these methods replicate the expressiveness 
of linguistic units — phonemes and phonesthemes, which used to be acquired thru the 
pragmatics of English advertising. 
Advertising in the combination of its characteristics is regarded as a specific type 
of text, the key elements of which are essential, intertextuality. 
Thus, no matter the multidimensional approach to the study of advertising, the 
sound imaging of segment-level phonosemantic techniques (compositional sound 
repetitions) in the English-language advertising textual content is presently 
insufficiently studied. 
Modern linguistics refers to a complete examination of linguistic phenomena 
related with verbal manipulation. Since there is a consistent hobby in the issues of sound 
in the language, in specific in the relationship between the shape and which means of 
the word, phonosemantics manifests itself as an interdisciplinary science. 
One of the favourable areas in which the sound-imagery manageable of sound 
gadgets is realized in the technique of verbal manipulation is the advertising text due to 
(extra-) linguistic factors. The advertising and marketing text is viewed as an object of 
study of phonosemantics due to "predictability of the addressee's reaction, lack of 
spontaneity, and clear stylistic marking" [6, p. 51]. 
The English-language advertising text is characterized by means of such 
parameters as informational self-sufficiency, without a doubt defined goal-setting, the 
presence of the addressee and addressee, severity, narrow-mindedness, structurality. 

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The structure of the text is given with the aid of sentences with a communicative 
orientation. 
The principal characteristics of the advertising and marketing text - lapidarity, 
compression of meaning, only pragmatic orientation, expressiveness - decide the 
abundance of expressive means, phonosemantic methods of a section phonological 
level. Researchers distinguish the following components in the shape of advertising and 
marketing texts: slogan, headline, essential physique copy, echo phrase. 
Traditionally, any textual content is considered as a provider of information, and 
advertising -as reporting on the houses and traits of items and services. According to 
researchers (Zheltukhin 2004, Medvedev 2008; Makedontseva 2009; Ksenzenka 2013), 
advertising texts are created taking into account the incidence of values over facts, the 
intensification of emotions, fatics, influence and assessment over informing, emotional 
over rational. As a result, the informative feature is replaced with the aid of an attractive, 
aesthetic. The eye-catching function, being the foundation for others, makes use of the 
expression graph and is consequently directly related to the phonosemantic methods of 
the section phonological level due to the manipulation of the interpretation of the 
advertising and marketing message. Through the soundness of language units, the 
marketing slogan is "Chew that chewy Cherry White!" (Cherry White chewing candy) 
[7, p. 12] successfully informs about the denotative traits of the marketed object, 
conveying the sound sensations of chewing motion (kinema). Thanks to the expression 
of the expression diagram at the phase phonological level, the labialized assonance [u:] 
in combination with the lip sonant [w] is supported by using the alliteration of the sound 
dominant of the advertising text [tj]. The expressiveness of the following onomatopian 
words covered in the lexical and semantic group is champ: munch, crunch, squelch, 
champ, additionally creates a pho-nostheme. 
The procedure of receiving and transmitting records is related with phenomena 
such as interpretation and noise, viewed through the prism of cognitive mechanisms on 

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the foundation of advertising texts written the usage of phonosemantic capability of a 
phase phonological level. 
Verbalization is interpretative. Since the sound-imaging method is additionally 
based on the interpretation of the reflection of actuality (Gazov-Ginsberg 1965; 
Mikhalev 1995; Voronin 2006), the plan for expressing an advertising textual content 
is interpreted as a type of message interpretation modifier. 
To interpret the input sign and minimize possible interference (noise) modifiers 
are required, which, as a rule, are understood as various methods to specify the 
transmitted content: the use of several adjectives, synonyms, and refinements in a 
phrase. 
Most sound-visualization techniques for organizing a plan for expressing 
marketing messages (paronation, rhyme, euphony, euphony, etc.) are based totally on 
phonic repetitions, so the find out about of the sound-visual nature of sound repetitions 
is paramount. 
In this work, the use of the sound imaging of phonosemantics of a segment level, 
the relationship of the connotative understanding of the format of expression of the 
advertising and marketing text and the image of the advertised object is demonstrated. 
Units of marketing texts are represented with the aid of texts of "low coding" (Cheyf 
1983), i.e. largely worded messages causing phonosemantic associations that are not 
tied to unambiguous decoding. All texts make it feasible to investigate the sound-visual 
nature of the expression format in connection with the "opacity" of the advertising and 
marketing object. 
For example, the connotations identified are pleasure, a exceptional impression, 
the external traits of an object the usage of the alliteration of the sound dominant [l], 
represented through a spectrum of semantic associations equipped in accordance to the 
area principle (Mikhalev 1995): "Lick the lid of life" (Muller yogurt); Live the Palace 
Life (Palace Resorts hotels). The articulating characteristics of sound, indicating the 

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energetic organ of speech without delay involved in creating the dominant sound 
repetition of the advertising text, are metonymically associated with the translated 
meaning, as, for example, in the commercial of lipstick "Boost your lips again to 
beautiful", labial sounds have been chosen for alliteration and assonance [b], [p], [u:]. 
The apical personality of the sound [t], bolstered by way of alliteration, metonymically 
correlates the perception of the sketch of expression of the advertising textual content 
with tactile, tactile sensations. Thus, the connective meaning of advertising is supported 
with the aid of the association by means of the adjacency between the articulation of 
the dominant sound of phonosemantic reception of the marketing textual content and 
the transmitted idea. 
Alliteration in the marketing of SUVs is created using vibrant repetition [r], which 
is primarily based on the articulation of the tip of the tongue: Range Rover. Ready to 
ride right now!. Metaphorization of the graph for expressing an advertising text arises 
from a assessment of the articulatory and expressive characteristics of a shiny with the 
primary features of the advertised object - powerful, strong, rude, energetic. The 
acoustic cumulative connotation arises as an affiliation with the organs of speech 
worried in articulation (metonymization), and as a figurative comparison (metaphori-
zation) of the features of the produced sound (strength, timbre) and key traits of the 
advertised object. 
Since the sound-visual nature is understood as the correlation of the traits of the 
format of expression with the format of content, the essential question is no longer only 
about the presence of a correlation between phonics and connotation, however also 
about the degree of this relationship. In quite a number contexts, the audio overall 
performance of English-language classified ads is heterogeneous in personality and 
strength. Its maximum degree is recorded in texts of a relatively small extent containing 
sound repetitions. Contextual sound symbolism (segment phonosemantics) can trade 
(enhance, reduce or obscure) the appreciation of dominant sound.Sound illustration in 

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English-language marketing is heterogeneous due to the peculiarities of joint sound 
expressivity (sound dominants) and (segment phonosemantic repetitions) relying on the 
degree of interconnection of constituents of the expression plan. 
As a end result of the study, it was concluded that the sound-symbolic nature of 
the phonosemantic methods of the section phonological level of the English-language 
advertising textual content is of a systemic nature. Phonemes, phonesthemes, section 
phono-semantic techniques presented in terms of marketing expression take phase in 
developing sound expressiveness of the advertising and marketing text. For example, 
"Boosting lippy Lip Balm from the Body Shop" - sound visualization is created the 
usage of expressive units of the expression format [b], [p], [u:], and phonestem [bu] 
associated with connotations convex, round, soft, which are the dominants of 
phonosemantic strategies (alliteration, assonance and consonance). Phonosemantic 
strategies of the segment phonological degree of the English-language advertising 
textual content perform no longer only alluring and mnemonic functions, however also 
permit you to manipulate the interpretation of the decoded message as one of the 
connotative modifiers based totally on each dominant sound and section sound 
performance. For example, thoughts of light, long, mild are embedded in the 
commercial of "Lovely lilting lines", devoted to the normal (white, long) wedding 
ceremony dress. At the lexical level, this connotation is no longer explicit, this sound 
expression is reflected exclusively at the level of the expression plane. 
Thus, English-language advertising texts are a favourable environment in which 
the conceivable sound-imagery houses of phonetic expressiveness are revealed. 
Linguistic lookup in this direction develops theoretical understanding about the 
connotation that arises through the sound imagery of some factors of the textual sound 
envelope, contributes to the further learn about of a new layer of neologism phrases 
created on the foundation of sound symbolism. Phonosemantic techniques at the section 
phonological degree have a sound-symbolic nature, which is realized as the connotative 

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achievable of an advertising textual content and acts as a modifier of message 
interpretation.

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