Slogan in the media language: characteristics, typology and means of education (based on the French language)

this article presents a study of slogans in the media language based on the French language. The aim of the study was to identify the characteristics of slogans in different types of media. A theoretical analysis of the state of the issue was conducted based on the scientific works of domestic and foreign authors using general and special methods, including descriptive, comparative, and contextual methods. As a result of the study, the essential characteristics of slogans and their classification were identified, a functional and thematic typology of slogans was compiled, and the stylistic devices used in slogans, including parallelism and repetition, were analyzed and summarized. The theoretical and practical significance lies in clarifying the definition of a slogan in media language by observing the phenomenon in its functioning. It has been established that the following word-building techniques are used in the creation of neologism slogans: metaphorization, repetition, and wordplay. The main functions of a slogan have been identified. One of the important functions of a slogan is its appeal function, which can be considered the main function. An equally important function of a slogan is informative. A slogan also has an expressive function, which is that in brief, vivid expressions it conveys a complete, memorable image of a part of reality. The realization of the expressive function is achieved through the use of artistic expressiveness techniques: lexical and syntactic means. Wordplay is noted among the significant stylistic techniques for creating the expressiveness of slogan texts. The ideological function of a slogan is performed through its socially-oriented role – the transmission of some socially significant ideas or values under a certain angle of perception. The communicative function of a slogan is expressed in the promotion of the audience to certain actions through awakening awareness, memories or desires in them.

slogan, media language, fonction, repetition, lexical and stylistic means