ON THE STUDY OF THE TROPOLOGICAL GROUP OF LINGUISTIC DEVICES AS MEANS OF MAKING ENGLISH MEDIA DISCOURSE MORE EFFECTIVE

Abstract

Linguistic devices, which are used in advertising discourse as means of speech impact, not only complete ads’ message, but also facilitate speech impact with the help of distinctive content, structure and usage frequency. Since the language of advertising is characterized by its persuasive function, the creators of ads spare no effort to make them catchy, fascinating and witty. Precisely for this reason the metaphorical devices used in English media discourse are of utmost importance as they give birth to mental tension and a sense of relief after comprehension. This process enhances the effectiveness of an ad.