Today we can clearly trace the tendency of approaching of advertising texts to verbally spoken language. Imitation of casual speech brings the language of advertising to the everyday speech of the consumers, thereby facilitating the readability of text and attracting the attention of not only target population but also potentially new audience. This article attempts to describe the use of connotative words in advertising texts. As an example used advertising campaigns of Alfa-Bank in 2009 and 2010.
leksika, stil', stilisticheski okrashennaya leksika, reklamnyy tekst
1. Serdobinceva E.N. Struktura i yazyk reklamnyh tekstov. Uchebnoe posobie. - M.: Flinta; Nauka, 2010. - 159 s.
2. AL'FA-BANK: «S KAZhDYM KLIENTOM MY NAHODIM OBSchIY YaZYK» // Adme. [Elektronnyy resurs]. - Rezhim dostupa: http://www.adme.ru/tvorchestvo-reklama/alfa-bank-s-kazhdym-klientom-my-nahodim-obschij-yazyk-66471/ (Data obrascheniya: 20.04.2016).
3. Al'fa-Bank. O banke // Al'fa-Bank. [Elektronnyy resurs]. - Rezhim dostupa: https://alfabank.ru/ekaterinburg/about/ (Data obrascheniya: 17.04.2016).
4. Al'fa-Bank rasshiril Moskovsko-Piterskiy slovarik // Adme. [Elektronnyy resurs]. - Rezhim dostupa: http://www.adme.ru/tvorchestvo-reklama/alfa-bank-rasshiril-moskovsko-piterskij-slovarik-200305/ (Data obrascheniya: 10.04.2016).
