Some features of advertising promotion in the commercial space

the article draws attention to the positive impact of the use of linguistic signs in advertising, in particular, polysemy (the presence of two or more meanings related to the meaning and origin of a language unit) on the advertising context, since the transmission of several meanings in one advertising message helps to save linguistic resources. In addition, polysemy helps to create an ironic attitude towards what is read and raise the consumer's mood, and understanding advertising slogans containing several planes of perception increases consumer self-esteem, since not everyone is able to notice them. The importance of the manipulative function of polysemy, which is used to convince a potential customer to purchase the offered product, was also noted. The promotion of advertising in the commercial space is also facilitated by language play and a creative approach to creating advertising, taking into account the innovations of the territorial and national character of a huge country.

advertising, slogan, language sign, polysemy, function, language game