THE PRAGMATIC POTENTIAL OF ADVERTISING VOCABULARY IN MODERN ENGLISH AND UKRAINIAN MEDIA SPACES

Abstract

The article is devoted to the study of lexical means used in modern English and Ukrainian advertising. The paper identifies the characteristic features and functions of an advertising text, analyzes its communicative tasks and lexical and stylistic techniques for achieving them. 
English-language advertising is characterized by the use of short, clear verb constructions, repetition to enhance the effect and a combination of synonymy, antonymy and homonymy. Advertisers actively use homonyms and wordplay to make slogans easy to remember and recognize. English-language advertising texts are also characterized by the widespread use of antonymic constructions, which helps to create a contrast between the product and its alternatives.
Ukrainian advertising, on the other hand, demonstrates a complex multilayered structure that combines borrowings, nationally labeled words, and various lexical and stylistic devices such as synonymy, antonymy, and homonymy. The use of synonyms with positive connotations to create a stylistic effect of amplification is particularly noticeable. Homonymy in advertising is often used to create humorous or ironic effects. 
In addition, Ukrainian advertising widely uses the technique of repetition, which helps to keep the addressee's attention.
Thus, the comparative analysis of English and Ukrainian advertising shows that both languages use a rich arsenal of lexical means to achieve the communicative goal. In English-language texts, there is a tendency for brevity and conciseness, while Ukrainian advertising demonstrates versatility, actively using slang, borrowings and author's neologisms, which makes it flexible and adaptive to the changing needs of society.