Limited use vocabulary in advertising: functional aspect

INTRODUCTION. In the modern conditions of the advertising industry development, one of the tools for forming a product communication strategy is the use of limited use vocabulary (dialectisms, jargonisms, neologisms, etc.), which has undoubted advantages and at the same time has a number of restrictions and conditions for use. The purpose of the study is to identify the functions implemented by the vocabulary of limited use in advertising communication.
MATERIALS AND METHODS. Research material are texts of outdoor, printed, video advertising in more than 80 units. The methodological basis of the study is the following set of methods: directed sampling, descriptive-analytical, functional-stylistic, introspection, typologization.
RESULTS AND DISCUSSION. The most common types of vocabulary used in advertising are neologisms and jargon (slang). At the same time, other vocabulary layers are characterized by frequency and high functional load. Dialectisms form the image of a natural product, give advertising a local flavor. Professional vocabulary and terms create the image of an “expert” and reliable brand. Jargon (slang) allows you to build communication with the target audience in its language and establish a trusting relationship. Neologisms attract attention and arouse interest in advertising text and product, and form the loyalty of the consumer audience.
CONCLUSION. Limited use vocabulary is widely used in advertising and performs a number of functions: attracting attention and creating a unique Tone of Voice; transfer of key characteristics of a product or service; building an emotional connection with the target audience; prompting action; creating a comic effect.

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