journalistic translation elliptical

Translation of vocabulary: terms, abbreviations, cliches

The influencing function of the journalistic style determines the expressiveness of this style. Expressiveness manifests itself primarily in the assessment of events and phenomena. Evaluativeness is expressed by the use of adjectives, nouns, adverbs with the meaning of a positive or negative evaluation such as: wonderful, most interesting, important, sufficient, grandiose, unprecedented, grandiose, etc. Evaluativeness is also expressed by the use of high book vocabulary: daring, Fatherland, Fatherland, mission, inspiration, aspirations, feat of arms, etc. On the other hand, the assessment is expressed in colloquial and even colloquial vocabulary, for example: hype, rabid, renegades, etc.

A sharp, apt, figurative assessment is expressed using metaphors and personification, for example: the news is in a hurry, spring is raging, slander and hypocrisy are walking nearby.

Evaluation can be expressed not only by lexical means. These can also be word-forming means, for example, superlative suffixes on adjectives, evaluation suffixes on nouns: the highest, the most interesting, the most important, groupism, hazing, assault.

Often the assessment is expressed in the headlines, so the titles of articles are subject to requirements for expressiveness and catchiness.

Expressiveness is thus expressed by a variety of linguistic means, including sentence structure.

The information content of the journalistic style is achieved:

a) in a documentary and factual manner of presentation through the use of special terms, special vocabulary, professional words; b) the generality of the presentation, its analyticity; c) “neutrality” of presentation, which is facilitated by non-expressive vocabulary; complex syntactic constructions are used, especially with subordinating connections.

A characteristic feature of the journalistic style is the presence of special newspaper standards, special newspaper phraseology, newspaper clichés arise, for example: to make a huge contribution, to work with passion, to honor sacredly, to increase military traditions, universal values, etc.

The journalistic style uses linguistic means of different styles, but the main stylistic features of the journalistic style stand out very clearly, and the journalistic style is a special phenomenon, combining such features as expressiveness and standard, informativeness and popularization.

In addition to the features characteristic of the language of each genre of media texts and distinguishing, for example, the text of an analytical article from the text of a political commentary or sports news, it is possible to outline a range of features characteristic of the language of the media as a whole. Since these features largely determine the specifics of translation in the field of mass communication, the translator must have an idea about them even before he begins the actual translation.

One of the important features of media texts of almost all genres is the combination of elements of message and impact. Although the main function of mass communication is considered to be the transmission of information, this transmission is rarely completely neutral, i.e. absolutely free from elements of influence on the audience. In most cases, the transmission of information is accompanied by a direct or veiled expression of evaluation, linguistic means and speech techniques that encourage the audience to a certain reaction to the information being transmitted, means of attracting attention to the information or to the point of view expressed in the message.

Different genres of media texts are characterized by different ratios and embodiments of the elements of message and impact, and different proportions of the information itself and expressive means. A truly professional translator must not only be aware of this relationship in each text he translates, but also be able to adequately convey it in translation.

Among the actual linguistic and stylistic features of the media language, the totality of which distinguishes it from the language of other functional styles, we can name:

A high degree of standardization of the means used: a large percentage of stable and clichéd expressions, various journalistic cliches, lexicalized metaphors, standard terms and names, etc. (this feature is primarily characteristic of news materials and reflects the desire of their authors to create the impression of absolute objectivity and impartiality).

Significant event; as follows from competent sources: practice shows that; undesirable consequences; the working visit began/ended; during a working visit; summing up the results of the working visit; mutually beneficial cooperation; bilateral agreement; state weapons program; Committee on Migration Affairs; significant date and so on.

Tangible results; an invitation to visit Moscow I London I etc.; nuclear tension; UN Security Council; restricted information; a statement issued by; talks are underway between; the discussions are still in their early stages; some observers say I according to some observers; backbench pressure; negotiations are expected to begin... etc.

Expressiveness of language as a way of attracting the reader’s attention, expressing an attitude towards the information being conveyed, placing evaluative accents, etc. (among expressive, i.e., expressions with special connotations, one can also find speech cliches and cliches); the presence of evaluative epithets; direct appeals to the reader (these features most often characterize copyrighted, signed materials).

Examples from the Russian-language press:

Sparkling answer; fortunately/unfortunately; peacock self-admiration; cloudless future; Sheremetyevo airport, hated by foreigners; bombshell effect; how much time has passed since then!; I note with bitterness that; with the blessing of the Deputy Commander-in-Chief of the Air Force; Russian journalism is dead; you can probably already guess what we're talking about and so on.

Examples from the English-language press:

A rather pretentious restaurant devoted to the consumption of caviar; his initial reserve began to evaporate; his politeness was extraordinary; keeping marauding publishers at bay; he was hilarious as the title character in...; a speech of valiant lucidity; the Government has decided to weather the storm of business opposition; the volume of complaints is enormous; the business sector will have to swallow the pill of...; So do not be surprised to hear... etc.

Saturation with a wide variety of realities (social, political and cultural life), allusions (to literature, history, cinema, etc.) and quotes (realities are typical for both “anonymous”, including news materials, and for copyrighted allusions and especially quotes - primarily for author’s journalism).

Examples from the Russian-language press:

All-Russian Population Census; residents of Zamoskvorechye; panel houses; “Khrushchev five-story buildings”; Writers' Union; minibus; "dormitory area"; Communal apartment; "samizdat"; "revision tales"; “male souls”; zemstvo chiefs; “Godless five-year plan”; Berne Convention; Lev Tolstoy-a genius, a classic, and even a mirror of something; Annushka from the communal apartment who spilled oil...; These are not Manila projects; “The connection of times has been broken...”; mission Impossible; Looks like Uncle Oscar-still “the most honest rules” and so on.

Examples from the English-language press:

"new universities"; "redbrick universities"; the Ivy League; the Oxbridge colleges; independent I public schools; the Shadow Education Secretary; across-the-board increase; discount outlet; the Grape State["Grape State" - about California]; the Cuban missile crisis; graduate recruiters; the Premiership; TV showdown/face-to-face; the hunting Bill; the Upper House; Knightsbridge and Mohammed Al Fayed's Harrods; a bright yellow carrier bag (in that context: a Selfridges carrier bag); Cromwellian ruthlessness; the Suffragette movement; in the event of war with the Soviet Bloc during early Cold War tensions; Dr Doolittie's Pushme-Pullyu; a new Hadrian's Wall has been erected; the “divide-and-rule” policy; “Business of America is business”; "What's in a name" etc.

The use of colloquial, reduced, slang and profanity (the latter is more typical for written texts of Russian media and is used to express a certain attitude, for example, ironic, the author of the material, create a certain image and stylistic (for example, humorous) effect, and in the so-called “tabloid press" - also to shock the audience and/or attract a certain category of readers).

Examples from the Russian-language press:

It smelled like a sensational defeat of the favorite; You can, of course, snort at the blunders that are in Onegin (about the film); There are no problems with books now, thank God; if you glance over the shelves, your eyes will hurt from the covers of cheerful colors; ...a generation that was raised for one life, but was thrown into a completely different one; “It’s easy to blame me: well, I messed around with my favorite journalism, played with words, and what happened?”; “Since I sincerely don’t care about politicians, I’ll talk about society”; “Well, what are you, a damn writer? Have you done anything? and so on.

Examples from the English-language press:

Wasn't jetting off on a holiday and wanted an agreement before he hit the beach; Murdoch's group must juggle these factors while ensuring it does not take its eyes off the main prize; Tony Blair was accused of running scared last night...; Tony Blair has again given us all the slip; for all the media hoo- ha about hunting; he trotted fluffily into the Chamber for Questions yesterday, cocky as you please; Hands up anyone who has ever put the decimal point in the wrong place; Rubbish? Oh, really?; he was something of a heart-throb in the days of silent movies; he was quickly spotted by the passers-by, all of whom gave him the thumbs-up, etc.

Wide use of figurative phraseology and idiomatic vocabulary (both literary and colloquial and colloquial), including “deformed” idioms, wordplay, puns, proverbs and sayings (often also in a “deformed” form) (characterizes both signature and "anonymous" journalism).

Examples from the Russian-language press:

You can’t hide such an awl from the ubiquitous paparazzi; serial directors found untrodden detective paths behind the scenes of the theater; her new film was trashed; spice girls(about the Spice Girls group) in full financial order; the “new Dutch” had no use for tulips; then all three will retreat to the sidelines of the historical process; in order to “eat up” his many fears, Hitchcock needed sweet pills in the form of awards and prizes; our motto-"to every healthy spirit-healthy body" and so on.

Examples from the English-language press:

Daniel Bouton is licking his wounds; the human face of globalization; the minister is barking up the wrong tree; Bush finally gets to follow in his father's footsteps; ENIC(name of company) has fingers in many pieces; his son Charles, who cut his teeth opening franchises...; English Heritage took the plunge and bought the lease; not only they were powerful managers, but they played their cards close to their chests; this is one scenario where history is unlikely to repeat itself; the traditional summerhouse is dead, long live the twenty-first century summer-house! etc.

Wide use of other stylistic means, techniques and figures of speech - such as hyperboles, litotes, figurative comparisons, metaphors (including expanded and “frozen”, lexicalized), metonymy, paronymic attraction (especially in advertising texts), allegories, euphemisms, etc. . (more often characterizes author's materials, comments, articles and notes on various topics, etc.).

Examples from the Russian-language press:

Bet on fresh faces; this super popular actor is also stunningly handsome; vast estates went under the hammer; a piece of New York that was acquired for next to nothing; a conscientious reader who does not want to intrude into someone else’s life; a “documentary” man of his era; the tight interweaving of music into the fabric of the film; who still opens this window to Europe?(about Radio Monte Carlo), the murky economy of the early nineties; The White House issued a statement; the Kremlin's reaction was not long in coming and so on.

Examples from the English-language press:

She is a typical field commander(about a Head Gardener) in this new land army; increasingly porous frontiers; Teflon taoiseach(Irish Prime Minister); out of the shadows; snail-paced consolidation; Cabinet reshuffle; golden opportunity; fueling Russia's economy; the masks will eventually slip; Downing Street insisted that...; Number Ten has not interfered...; now they(the gardeners) are attacking perennials, advancing shoulder to shoulder like police finger-searching the scenes of crime; Frankfurt pushed up too high...while Amsterdam edged forward(on banking policies); Kevin's heaven; crisp and crunchy crackers, etc.

A special feature of written media texts (and a special translation problem) - newspapers and magazines headers, built on wordplay, puns, quotations, allusions and misshapen idioms.

Examples from the Russian-language press:

The Russians sweetened the pill; Who lives on Rublyovka?; Don't tax me unnecessarily(article about taxes); "Oscar" of bad luck; What a wok(note about the Chinese wok); Creation of sushi(material about Japanese cuisine); Whether in the garden or in the vegetable garden; Deja vu; Roadside Picnic; Measure for measure; An American in Paris; Under Tsar Pea; Lionhearts; Who is to blame and what to do? and so on.

Examples from the English-language press:

Blinking Sphinx; Green Fingers; Lofty Ambition; Stone Alone; A Knight to Remember; Sitting Pretty; Where the Grass Is Greener; Palace Goes Pop for the Jubilee; 1066 and All That Ignorance of History; Face Values; Lock, Stock and Barrow, Much Ado About Nothing, etc.

Obviously, such headings, like many of the other expressive elements cited here, cannot be translated literally. As a translation “response” to a pun in the source text, ideally I would like to see a meaningful pun in the translation text. Sometimes this can be achieved. An example of this kind is the translation into English of an article about modern collectors of film posters from the silent film era. The title of the Russian source text was “Cadres Decide Everything,” a play on both the infamous Stalinist slogan of the 1930s and the two meanings of the word “cadres” (“skilled workers” and “film/photo frames”). Although in English language and there is a little-used word “cadres” (staff, workers), it does not have a parallel meaning associated with cinema. Therefore, a literal translation of this title would have no connection with the movie for the English-speaking reader, nor any meaning at all understandable to him. In this case, it turned out to be possible to include an English-language pun in the title, based on a play on completely different words, but directly related to the subject of the note: “Posters for posterity” (literally “Posters/posters for posterity”).

If such a solution to the problem cannot be found (which happens quite often), it is better to change the title completely, making it neutral, but understandable in meaning and related to the topic of the text.

The list of such examples could be continued indefinitely, but the illustrations given are quite enough to understand: from the translator’s point of view, all these features of media texts represent problems that require a professional solution. In most of these cases, a literal, word-for-word translation is impossible, and in order to select the best equivalent, the translator, in addition to the usual professional qualities, requires an excellent sense of language, ingenuity and resourcefulness.

If clichéd combinations of a neutral nature prevail in the translated text, then similar linguistic means should be used in translation. Moreover, for many journalistic cliches used, for example, in the English-language press (and also, possibly, in the press in other European languages), it is not difficult to find semantic and stylistic correspondences among the same kind of expressions of the Russian language, which are also characteristic of media texts . For example: a significant event -significant event; as follows from reliable sources -as follows from competent sources; restricted information -information for official use/secret information and so on. Where there are no “ready-made” correspondences at the linguistic level, the meaning must be conveyed by other means, without violating the genre, stylistic and communicative nature of the text.

The same principle, whenever possible, should be applied when translating figurative, idiomatic expressions and other expressive elements of the text. So, if it is possible to adequately convey an idiom in the source text using an idiom in the target language (similar in structure/lexical composition or in the communicative function that it performs), there is no reason not to do this - but only if the idioms correspond to each other not only in meaning, but also in stylistic and other parameters. For example: to follow in somebody "s footsteps -follow in someone's footsteps; to put the cart before the horse -putting the cart before the horse; to burn one's boats/bridges -burn (your) ships/(behind you) bridges; shadow cabinet -shadow cabinet; to pull the strings -make use of/use connections; to give publicity/to make public and so on. Again, in the absence of close correspondences at the phraseological level, the translation must be carried out by other means - in compliance with everyone equivalence parameters.

As for realities, names of organizations, positions, etc., here the translator has no or very little room for creativity. Titles international organizations, accepted designations for important historical and political events, geographical names and a number of other realities - something that any translator working in the field of mass communication simply must know. Therefore, in most such cases, he either has no choice of equivalents at all, or is limited to two or three alternative options. Thus, the only possible equivalent for UN Security Council- This UN Security Council; For the Cuban missile crisis -Caribbean crisis(less often Cuban crisis), For the House of Commons -House of Commons. It is precisely because many young translators lack the necessary knowledge, not to mention general erudition and outlook, that designations that do not correspond to traditional Russian-language names penetrate into the Russian language. Thus, translators of older generations who worked with the English language have always known: what we call “Central Asia” is called “Central Asia” in English, the Russian name “Middle East” corresponds to the name “Middle East”, and the city, known to all of us as “Beijing”, in the English-speaking tradition is often called “Beijing”. This knowledge did not prevent them from conveying realities in translation exactly as they are designated in Russian. What, other than the negligence (at best) or illiteracy of some of the translators who replaced them, can explain the displacement of traditional designations for the Russian language by obvious tracings from English - “Central Asia”, “Middle East” and, quite anecdotally, “Bejing” ?

To correctly convey allusions and quotations in translation, you also need background knowledge and at least minimal erudition. To find the correct equivalent for the title of an article, “Much Ado About Nothing,” or for the phrase from a magazine article: “What's in a name, you might ask?”, you need to at least recognize them as quotations and turn to classical translations of the original sources. And then the equivalents will appear “by themselves.” Of course, there are cases much more complex than the Shakespearean phrases given here, and not always even the most experienced translator can recognize a veiled (“unquoted”) quotation in the source text. Where intuition or context suggests that a quote is hidden in the text, a translator from English can be helped by English-language dictionaries of quotes (for example, the famous Oxford Dictionary of Quotations and Penguin Dictionary of Modern Quotations).No one can know by heart. All texts all world literature, titles everyone films, etc., however, the translator must compensate for the lack of such knowledge with intuition, linguistic flair and constant reference to dictionaries and other reference literature (and, of course, expanding his erudition).

Of course, there are no ready-made recipes or universal techniques suitable for any situation. But if the translator is prepared in advance for such problems, if he is aware of the essence, content, communicative function and stylistic effect of these and other features of the translated text, if he knows how to recognize metaphors and allusions, irony and puns, etc., if he has the necessary background knowledge and an idea of ​​the reality to which the text is dedicated, there is hope that its translation will be quite adequate. Of course, provided that the translator has the required level of professional skills and relevant working languages.

Although the above can, to one degree or another, be attributed to the translation of other types of texts, still, outside the sphere of fiction, there is probably nowhere such a variety and wealth of expressive means as texts from the sphere of mass communication possess.

1. Translation newspaper-information materials

   Abstract >> Foreign language

   Between newspaper-informational style English and Russian languages. 2.2. Peculiarities translation newspaper-information materials 2.3 Peculiarities translation newspaper headings Practical part Lexical changes text ...

2. Peculiarities translation economic texts

   Abstract >> Foreign language

   ... writing translators joined the interpreters written, translated various texts ... , newspaper information... materials – texts informational character -... features scientific and technical style...period training appropriate...

3. Translation transformations in written translation from English into Russian

   Abstract >> Foreign language

   Will achieve practical informational equivalence translation original... features comparable languages ​​and cultures, the era of creation of the original and translation, way translation, the nature of the translated texts... classes on training written translation into Russian...

4. Style scientific and technical literature Peculiarities translation maintenance and operation manuals

   Thesis >> Foreign language

   Scientific and technical text. The purpose of the study is to identify features style scientific and technical texts And features translation manuals for...

5. Peculiarities implementation of subtext in film discourse

   Dissertation >> Foreign language

   ... written basis translation ... informational society [ Text]: diss. ...cand. Philosopher Sciences / E. N. Molchanova. – Stavropol, 2005. – 149 p. Molchanova, N. A. Peculiarities ... training language of verbal art) [ Text] / V. B. Sosnovskaya // Functional peculiarities ...

Slang and jargon in modern English-language advertising text

Introduction

Chapter 1. Theoretical foundations for the study of slang and jargon in advertising text

.1 Slang in modern English and its features

.1.1 Basic approaches to defining the concept of “slang”

.1.2 The main ways of forming slang in modern English

.2 Jargon in modern English and its features

.2.1 Basic approaches to defining the concept of “jargon”

.3 Distinguishing the concepts of “slang” and “jargon”

.4 Concepts of advertising text and its main features

.4.1 The essence of advertising and advertising text

.4.2 Linguistic and stylistic features of advertising texts

.5 Functioning of slang and jargon in advertising text

Chapter 2. Study of the features of slang and jargon in modern English-language advertising texts

.1 Methodology for selecting and analyzing research material

.2 Semantic, word-formation and functional features of slang and jargon in modern English-language advertising

.2.1 Semantic functions of slang and jargon within an English-language advertising message

.2.2 Word-formation characteristics of slangs and jargons in English-language advertising text messages

.2.3 Basic functions and pragmatic orientation of slang and jargon in English-language advertising

Chapter 3. Methods of using slang and jargon advertising texts in foreign language lessons at school

Conclusion

Bibliography

Introduction

Every year there is a rapid development in the field of advertising and marketing, which contributes not only to increasing brand awareness and sales, but also to the development of the language itself, which, as a result of these processes, is going through a new stage of its evolution. Any language is susceptible to this, especially English, which is the most widespread and popular among the entire population of our planet. This development and spread of advertising has a significant impact on the lexical composition of the language, introducing new concepts and expressions into it, in particular slang and jargon, which also contributes to their penetration into the everyday communication of people using it in certain situations. In this regard, domestic and foreign researchers are making attempts to study the language of advertising in order to identify its linguistic features, in particular the properties of slang and jargon used by advertisers for certain purposes. That is why the study of the features of slang and jargon in modern English-language advertising texts is relevant and requires deeper theoretical and practical understanding.

Relevance This study is due to:

Currently increased attention to the linguistic features of advertising;

The lack of a sufficient number of works reflecting the study of semantic, word-formation and functional features of modern English-language advertising texts;

The need for a deeper study of the pragmatics of advertising messages, in particular, the slang and jargon used in them;

Target of this work - to study the features of slang and jargon in modern English-language advertising texts and consider the possibility of using the results obtained in English lessons at school. The following research results follow from this goal: tasks:

1) consider the concepts of “slang” and “jargon” in modern English and their features;

2) identify the main ways of forming slang in modern English;

3) argue for the distinction between the concepts of “slang” and “jargon”;

) study the linguistic and stylistic features of advertising texts;

) identify the main functions of slang and jargon in advertising text;

) analyze the semantic, word-formation and functional features of slang and jargon in modern English-language advertising;

) consider the possibility of using the results obtained in English lessons at school;

9) develop a system of exercises using the results obtained in English lessons at school.

Object This study uses slang and jargon.

Subject This work is to analyze the features of slang and jargon in modern English-language advertising texts and study the possibility of using the results obtained in English lessons at school. slang jargon advertising text

The material of this study served as English-language advertising messages containing slang and slang expressions taken from English-language newspapers, magazines and advertising videos.

Methodological and theoretical basis works are the works of such domestic and foreign researchers as G.B. Antrushina, I.V. Arnold, N.D. Arutyunova, O.S. Akhmanova, V.M. Leichik, A.I. Smirnitsky, V.N. Yartseva, G. Hughes, E. Partridge and others.

Methodology thesis includes the principles of dialectics, i.e. the whole is seen as consisting of components in their constant unity and contradiction. The work used both general scientific and special methods. General scientific methods include analysis and synthesis, induction and deduction. Special methods were also used: descriptive and linguistic analyses.

Theoretical significance The work is determined by the fact that it systematizes points of view on the problem of slang and jargon and the classification of these units in the works of various researchers.

Practical value The work is that the materials and results of the study can be used in courses on speech practice, stylistics and lexicology of the English language.

Hypothesis This study is that the main goal of slang and jargon is the creation of expressive and motivating advertising texts, and the influence and pragmatic impact of the units under study increases with their use as part of certain stylistic means (metaphors, epithets, etc.)

The thesis consists of an introduction, three chapters, a conclusion and a bibliography.

The introduction formulates the goals and objectives of this research, names the relevance, object and subject of the research, describes the base of empirical material, and defines the theoretical value and practical significance of the work.

Within first chapter"Theoretical foundations for the study of slang and jargon in advertising text" The concepts of "slang" and "jargon" in modern English and their features are considered, the main ways of forming slang in modern English are identified and the differentiation of these concepts is argued. The essence of advertising and advertising text is also considered, the linguistic and stylistic features of advertising texts are described and the main functions of slang and jargon in advertising text are identified.

In second chapter"Study of the features of slang and jargon in modern English-language advertising texts" the methodology for selecting and analyzing research material is described and an analysis of the semantic, word-formation and functional features of slang and jargon in modern English-language advertising is carried out.

Chapter Three"Methodology of using slang and jargon advertising texts in foreign language lessons at school" The possibility of using the results obtained in English lessons at school is considered and a system of exercises is being developed with their use in English lessons at school.

IN conclusion the main results of the work are summarized and prospects for further research are outlined.

Bibliography includes 61 sources of reference literature used on the topic.

Chapter 1. Theoretical foundations for the study of slang and jargon in advertising text

.1 Slang in modern English and its features

.1.1 Basic approaches to defining the concept of “slang”

Today in the linguistic literature there is no unity in the interpretation of the term “slang”. The Linguistic Encyclopedic Dictionary interprets this concept as similar to jargon, and also as a set of jargons that make up a layer of colloquial vocabulary, reflecting a rudely familiar, sometimes humorous attitude towards the subject of speech.

In dictionary linguistic terms Slang is considered as "words that are often defined as a violation of the norms of standard language. These are very expressive, ironic words that serve to designate objects that are spoken about in everyday life."

Currently, in linguistic works, two opposing points of view regarding slang can be traced. On the one hand, some scientists and linguists (K.I. Chukovsky, A.I. Smirnitsky, I.V. Arnold, Stuart B. Flexner, etc.) are of the opinion that slang unites all non-literary vocabulary (except for swear words), then There are vulgarisms, jargons and even professionalisms. Such words, as a rule, are doomed to die out quickly and should be avoided. According to K.I. Chukovsky, “unlike the original words of the language, argotic words - almost all of them - go into print every year. They are short-lived and fragile.” In his research A.I. Smirnitsky refers to slang as a colloquial or familiar style of speech in a certain specialized area.

I.V. Arnold gives the following definition: “slang refers to rude or humorous, purely colloquial words and expressions that claim novelty and originality.”

On the other hand, according to a number of researchers (K. Eble, S.E. Doblanovich, etc.), slang is considered a sign of life and development of a language. According to K. Eble, “slang is a constantly changing composition of colloquial words and phrases that speakers use to establish or accentuate social membership in a particular group.” S.E. Doblanovich argues that “slang is a sign of life and the gradual, consistent development of a language, a sign of a constant change in its structure, mainly lexical.”

Consequently, the composition of slang is heterogeneous, on the one hand, slang contains words that are unacceptable for the speech of educated people, on the other hand, slang is used in the conversation of educated people, slang is especially popular among the younger generation.

One of the well-known experts on slang is E. Partridge, according to whom, slang is a very fragile, unstable, uncodified, and often completely disordered and random collection of lexemes that exist in the conversational sphere, which reflect the social consciousness of people involved in a certain social or professional field of activity.

Thus, an analysis of approaches to defining the concept of “slang” in the scientific literature makes it possible to develop a working definition of this concept used in this study. In the framework of this study, slang is understood as a set of special emotionally charged words that are not accepted in literary speech.

It is impossible not to note the reasons for using slang in speech. Thus, in his work “Slang Today and Yesterday” E. Partridge identifies the following reasons for the use of slang:

1. for fun;

2. to show a sense of humor;

To emphasize your individuality;

To make speech more vivid;

For surprise;

To enrich your vocabulary;

To create a friendly atmosphere;

To demonstrate membership in a social group;

To be accepted as “one of our own” in the company;

To make it more specific;

To minimize or exaggerate something;

To avoid the use of clichés and verbosity.

In general, slang develops and changes extremely quickly, so it disappears as easily as it is formed. As a rule, slang is used to simplify spoken language and its understanding.

Slang has been noted more than once by scientists as the language of the younger generation. This makes it possible to argue that entering adolescence involves the active use of slang for one reason or another, including the following:

1. need for self-expression;

2. the desire not to look old-fashioned;

The desire to stand out.

1.1.2 The main ways of forming slang in modern English

There are many different ways to form slang words and expressions, which are discussed in this chapter.

Reduplication is doubling the stem of a word. For example: pooh-pooh(not to be taken seriously) fifty-fifty(equally), tip-top(perfect). As T.M. emphasizes Belyaev, reduplicatives are created and function in colloquial speech “due to their expressiveness, which arises as a result of the interaction of formal, content, and sound (more precisely, phonosemantic) features.”

An abbreviation of words, which has several varieties:

Word truncation: biz - business, cause - because;

Abbreviation: UTC - Universal Time Coordinated, LOL - laughing out loud, B.F. - best friend;

Transfer of meaning, which is the most common in the formation of slang units: bread in colloquial speech it is used to mean “money”, and the concepts grass, herb And weed stands for marijuana.

Compounding plays an important role in the formation of slang and, as a rule, is based on the use of two or more words: hothead- hot-tempered, scumbag- scoundrel.

Metaphorical and metonymic transfer also occurs in the process of slang formation. According to G.B. Antrushina, the following types of name transfer are distinguished:

1. transfer based on similarity (linguistic metaphor): bucket(bucket) is used to humorously nominate a car or boat;

2. transfer based on contiguity (linguistic metonymy): blue caps used to mean "blue caps" for the humorous designation of the Royal Military Police.

The boundaries of slang are very blurred, so the same words in different dictionaries can have different meanings and be differentiated in different ways. The blurred scope of this concept is also predetermined by linguistic and social variability in chronological terms. Rapid social development inevitably leads to changes in society’s attitude towards slang and its speakers, abandonment of old values ​​and the adoption of new values ​​and norms, etc. These processes are intensifying under conditions of a continuous information boom, the approaching point of singularity in scientific and technological progress and the anthropocentrization of the scientific paradigm, which is necessarily reflected in the language in general and in slang in particular.

1.2 Jargon in modern English and its features

.2.1 Basic approaches to defining the concept of “jargon”

A related concept to slang is the concept of jargon. Jargon - (from the French word jargon) is a type of language that is very different from generally accepted norms in its lexical composition, phraseology, etc. The main and significant feature of jargon is that it is used only in groups united by a common interest. Jargon is a conventional language that is understandable only in a certain environment.

According to A.N. Bulyko, jargon - the speech of a social group, rich in words and expressions that are unique only to this group and incomprehensible to other people (for example, acting jargon, sea jargon).

Jargons are words used by certain social groups that carry a secret meaning for everyone else. Jargon permeates all levels of society. They can be found in cinema, literature and even advertising.

According to O.V. Starkov, jargons are divided into:

1. class-stratum;

2. production;

Youth;

Grouping people by interests and hobbies.

The term “jargon” itself has a negative connotation and, as a rule, people associate with hostile social groups: prison jargon, drug addicts’ jargon, etc. Slang, unlike jargon, is more neutral in nature and does not have a negative connotation.

There are a number of reasons for using jargon:

1. the desire to communicate among strangers and not be understood;

2. speech expressiveness;

The desire to hide secrets.

In this regard, many linguists (V.A. Khomyakov and others) highlight

“function of secret communication” of jargon, especially if we are talking about criminal jargon.

The term "jargon", like "slang", has a huge range of meanings, which in many ways allows us to highlight their distinctive and related features. That is why it is necessary to consider in more detail the correlation of these concepts in the scientific literature.

1.3 Distinguishing the concepts of “slang” and “jargon”

Slang is sometimes compared and confused with jargon because it is also a form of colloquial speech. Basically, slang differs from jargon in its increased emotionality.

According to R. Spears, the concept of slang has gone through a long period of development (since the mid-18th century) from the simple name of criminal speech/jargon to a generalized concept used to designate jargon, colloquialisms, dialectisms and vulgarisms, that is, “any non-standard or unpleasant words or phrases."

Researchers J. Eito and J. Simpson identify the following stages in the development of the semantics of this concept:

1. special vocabulary that is used by any group of marginalized people (mid-18th century);

2. special vocabulary or phraseology of a certain type of occupation or profession (second half of the 18th century);

A predominantly colloquial substandard language, consisting of new and already known words that are used in a specific meaning (early 19th century).

In many dictionaries, slang is classified as jargon, as a result of which it is differentiated, and English and American lexicologies begin to note in speech military, sports, theatrical, student, parliamentary and religious slang, as well as neologisms, which are also often classified as slang. At the same time, thanks to the dynamism of the language, many slang words and expressions in a few years can become part of the generally spoken or literary vocabulary.

English-speaking linguistics uses the term "slang" to refer to an uncodified language. Thus, in English dictionary entries there are at least two main interpretations of the word “slang”:

1. special speech of subgroups or subcultures of society;

2. vocabulary of wide use for informal communication. Slang is divided into general and special. General slang or simply slang are words and phrases used within several subcultures and widespread and understandable to all social strata of the population, which does not cause difficulties in interpreting and understanding the semantic content of the corresponding lexical units. This type of slang has a pronounced emotional and evaluative character with the dominance of the expressive function over the nominative one. General slang sometimes has phonetic, morphological and syntactic features, but, according to A.K. Babina, V.G. Vilyuman and I.R. Halperin, differs genetically and functionally from special slang (argot, jargon), since it is outside the boundaries of the literary language.

General slang has a number of distinctive features:

1. distributed throughout almost all layers of society;

2. stable over a long period of time;

With a pronounced emotional character [Viluman: 48-50].

Special slang includes words or phrases that occur within individual subcultures, as well as words of one or another professional or class jargon. Despite the fact that jargon is often included in slang, it is contrasted as special slang with general slang.

Many linguists still have not agreed on whether all professionalisms, rude language, thieves' jargon, expressive colloquial phrases and dialectisms are classified as slang. Others believe that slang is opposed to a literary dictionary and does not include dialectisms, professionalisms and jargon. Thus, slang words are separated into a separate group and designated by the term jargon

According to L.I. Antrushina, I.V. Arnold, S.A. Kuznetsova, the concepts of jargon and slang should not be considered as two different phenomena in language, referring them to the speech of a socially and professionally determined group, as well as to an element of speech that does not coincide with the norm of the literary language. This is due to the fact that slang is characterized by the presence of all types of connotations: respectively, evaluative).

Consequently, slang is opposed to literary norm.

According to the definition of V.N. Yartseva, slang is a set of jargon used in social groups.

I.R. Halperin distinguishes slang from jargon in that slangisms are neologisms that have an emotional connotation and originate in colloquial speech and eventually become official colloquial. Jargon, on the other hand, can only be imposed on the literary language by widespread use, for example, in the media.

According to I.R. Galperin, jargon is distinguished by social rather than local affiliation and is a code system with a corresponding dictionary meaning. Slang, unlike jargon, does not need interpretation, since it does not refer to a secret code. It is easily understood by those people who speak this code language, but perceive the use of these words as something not quite ordinary or as a “perversion of normal language.” Jargon can move from one social group to another and over time even become the norm of the literary language. Highlighting special and commonly used jargons (belonging to all social groups), the researcher notes that jargon, in turn, can become slang, since the former moves from a certain circle to the one in common use, and therefore changes its “mystery and encrypted nature.” Jargons are also distinguished by the fact that they have their own strict place in society, therefore they are easily classified according to this criterion

The penetration of slang into our language is associated with the study of English-speaking cultures. At first, only foreign language realities were called slang, but later the scope of use expanded. However, if there is still no generally accepted point of view when discussing the meaning of the concept “slang”, then the term “jargon” has a fairly clear interpretation. Jargon is interpreted as a type of language, a social dialect, which differs from the national language in its special lexical composition of phraseology. An essential feature of jargon is that it is used by certain social, professional or other groups united by common interests.

Researchers have repeatedly made attempts to distinguish between these concepts. Scientists J. Greenog and G. Kittridge define slang as a rather fragile, unstable, in no way codified, and often completely disordered and random set of lexemes that exist in the conversational sphere, which reflect the social consciousness of people who belong to a certain social or professional environment. Slang is considered as a conscious, deliberate use of elements of a general literary dictionary in colloquial speech for purely stylistic purposes: to create the effect of novelty, unusualness, difference from recognized models, to convey a certain mood of the speaker, to give the statement specificity, agility, expressiveness, accuracy, conciseness, imagery , as well as to avoid cliches, which is achieved, according to researchers, through the use of such stylistic means as metaphor and metonymy.

According to T.E. Zakharchenko, the term “slang” is often understood as the same as the term “jargon,” pointing to the reasons why these concepts are used as synonyms. One of these reasons is the constant use of different terms in national linguistic schools to denote the same phenomenon.

The term “jargon” is characterized by the presence of a function of secrecy, the desire of its speakers to separate themselves from society, including through language. However, the terms "slang" and "jargon" function as synonyms in the sense of "language peculiar to separate group people", and therefore these concepts are often confused. However, there are different reasons for their occurrence, and therefore different functions. Speaking about slang, it should be noted the desire of the speaker to express himself in the most colorful and figurative way in order to correspond to fashion and modern trends, while jargon is used for the purpose of conspiracy, when the speaker seeks to communicate among other people and not be understood by others. Thus, jargon acts as a codified language, i.e. a code that is owned by a limited number of people who strictly guard it. In turn, slang is an uncodified language that is freely used by a wide range of people in various situations.

Thus, there are many points of view regarding the identity and difference of the concepts of “slang” and “jargon”. However, most researchers on this issue argue that these terms have more similarities than differences. Therefore, due to its extreme flexibility and mobility, slang is constantly changing, new words appear, and existing vocabulary can acquire new meanings, thereby contributing to the further development of the language.

1.4 Concepts of advertising text and its main features

The language of advertising has been the object of study of linguistics since its inception. But, despite the huge amount of linguistic research, there is no consensus among scientists regarding from what position to analyze advertising - the functional stylistics of language or the communicative stylistics of speech. The answer to the question posed will not be unambiguous, because some scientists consider advertising a functional style (N.N. Kokhtev, V.V. Tulupov), while others consider it a discourse (V.M. Leichik).

Representatives of the first point of view consider advertising based on the place it occupies in modern society. This is a traditional functional-style approach, following which scientists have come to the conclusion that in advertising texts the choice of linguistic/speech units and their construction are based on the same principles as in journalistic texts found in the field of mass communication. If you adhere to this approach, then it is necessary to highlight the advertising style as a type of Russian literary language.

The right to such a statement is given by both extralinguistic factors (functional styles are distinguished on the basis of spheres of human activity) and linguistic ones, namely the leading constructive principle, which turns out to be similar to the constructive principle of the journalistic style, where the choice linguistic means and their organization are based on "alternating expression and standard."

It is the specific orientation of the internal stylistic norm that allows us to distinguish between two large functional varieties of modern language - journalistic and advertising styles. And although the question of the linguistic status of advertising has not yet been finally resolved, we are inclined to recognize advertising style as an independent variety. The most important feature of both styles - evaluativeness - does not so much bring them together as it allows them to distinguish between advertising and journalism. If the evaluation of the journalistic style is social, then the evaluation of the advertising style is utilitarian.

This approach to advertising analysis, called the language approach, has its advantages. It cannot be denied that he contributes to the development of functional stylistics, which proceeds along with the development of the functional system of the literary language. But this approach has limitations, or its own boundaries, since it is, first of all, enumerative, inventory-based, which is not able to take into account either the whole variety of advertising activities, or the multi-stage process of creating advertising works. Another approach to the analysis of advertising - speech, otherwise called communicative, considers advertising as a discourse.

With this approach, the analysis includes not only stylistic norms, but also communicative ones; not only linguistic units corresponding to a certain level of language, but also speech communicative strategies, the construction of which takes into account the social, gender, age and other characteristics of communicants.

Proof that advertising is a process is the implementation of advertising campaigns consisting of several stages. During an advertising campaign, the pragmatic task of promoting the merits of the advertised product is implemented in various forms - from a simple short advertisement to detailed stories of people who have become its consumers.

The features of advertising works also support the discourse. In communicative stylistics, in contrast to functional stylistics, it is more legitimate to divide texts not into genres, which have their own boundaries, but into types of texts. As researchers of mass communication believe, in this case the “I” of the speaker comes to the fore, and the author realizes his plan not within the narrow boundaries of the genre, but in the communicative space of speech, breaking down all restraining genre barriers.

The inconsistency of some advertising messages with the concept of text due to the lack of coherence and completeness determines the use of a term that is applicable to any advertising messages - incomplete in semantic terms or diffuse in structural terms as a result of switching from one type of text to another. Taking into account the specific features of advertising messages, some scientists, in order to comply with the scientific tradition of text linguistics, propose to use the term “advertising works”.

Advertising discourse associated with the sphere of mass communication, following this logic, is one of the types of media discourse. It is characterized by the presence of a target audience, as well as specific pragmatic attitudes, which are reflected both in the content of advertising texts and in their form, where the graphic side plays an important role in the form of drawings, illustrations, colors, as well as video and sound elements.

In order to describe the specifics of advertising activity, first of all, it is necessary to give a definition of advertising. The question of what advertising is seems simple only at first glance. In fact, there are many definitions of advertising, but among them there is no one that would become generally accepted.

A deeper and, accordingly, representative definition, in our opinion, looks like this: “Advertising is one of the forms of mass communication in which advertiser-paid, informative, figurative, expressive-suggestive texts of a unidirectional and non-personal nature about goods are created and distributed, services, ideas that have a psychological impact on the mass and individual consciousness of consumers in order to induce them to make the choices and actions desired by the advertiser."

We will proceed from the fact that advertising is a complex type of activity that includes several blocks. The block refers to the elements of advertising activity, which together form the advertising discourse: the speech component plus the means used in this complex process. Each of the blocks is aimed at performing certain advertising functions, the implementation of which contributes to the sale of advertised material or spiritual products while achieving maximum profit from their consumption.

It is important to note here that, despite its purely pragmatic orientation, advertising activity is considered creative, but creativity is technological in nature.

This study examines the functions of commercial advertising. Thus, there are three main functions of advertising: informative, pragmatic and communicative. Of course, the named functions do not exhaust the tasks solved by advertising, which is called the “fifth estate” or compared to religion.

As a source of ready-made speech formulas, advertising has become a “role model” due to its distinctive quality - pressure, often turning into aggressiveness. It is believed that advertising is one of the most aggressive and intrusive types of mass communication.

“This behavior is quite understandable and is even due to the goals and objectives that advertising fulfills: attracting the attention of a mass audience, the need to be ahead of competitors, the desire to remind oneself. Pressure, which often turns into aggressiveness, is largely explained by the fact that it is in the presence Given these qualities, advertising is able to overcome the inertia of consumer thinking and fulfill its purpose."

The above tasks act as derivatives of the leading function of advertising - to influence the consumer in such a way as to force him to purchase the advertised product or use the service offered. Therefore, in the structure of advertising discourse, the pragmatic block comes first, because Advertising is, first and foremost, a pragmatic activity. Language in advertising is a tool that is used to influence the addressee, it follows that pragmatic techniques occupy a very significant place in this activity.

Among the methods of influence, a special place is occupied by methods of speech manipulation, which are aimed at suggestion.

The communication block is no less important in advertising activities, because advertising, as already noted, is a communication process aimed at increasing the degree of impact on the consumer. This explains the dialogical nature of advertising, appearing in different forms: direct dialogue, imaginary exchange of remarks, question-and-answer form, or in the form of a response remark, which presupposes a previously held dialogue.

The third block is informational, which is also considered one of the most important and at the same time the most comprehensive in advertising activities. This block includes the name of the advertised object, and most importantly, its characteristics. Terms should be considered an obligatory component of the information block, especially since discourse is considered as a cognitive process of knowledge and cognition.

The next block is semiotic, the presence of which is explained by the widespread use of sign-symbols and sign-models in advertising. The use of signs and symbols is aimed at creating a positive image of the advertised product, increasing its attractiveness, and, consequently, the effectiveness of advertising.

The linguistic block is also highlighted, which is the most significant in advertising activities. This block occupies a special position because it permeates all of the above blocks of advertising discourse.

The effectiveness of advertising is largely created by extralinguistic factors. If advertising is placed in a newspaper, then systemically related indicators should be highlighted: circulation, various methods and distribution zones, regularity of delivery. If an advertisement is placed in a magazine, then its advantage is more related to psychological prerequisites. Researchers of the psychotechnologies of effective advertising campaigns believe that magazines are the means by which readers feel most involved. Here you can try to "capture" the reader's mood with some kind of advertising move, you can highlight more information, because readers will want to leave time to read magazine advertising rather than newspaper advertising. Due to the narrow specialization, the audience, which is considered permanent, usually reads all magazine materials with great interest. Finally, magazines are better for reading large texts.

The pragmatic orientation of the advertising language should be stated not only from a linguistic point of view. Advertising can be called pragmatic in the general literary, non-special meaning of this concept, since it, even being extremely laconic, takes into account any customer requests.

1.4.2 Linguistic and stylistic features of advertising texts

The extralinguistic situation largely determines the choice of language techniques and speech means. Advertising takes into account changes in demand as much as possible.

The linguistic and stylistic features of advertising messages are determined not only by the specifics of the advertised object, but also by the nature of the target audience, which dictates the tactics of speech behavior. Advertising cannot be called primitive, designed for a wide range of consumers and accordingly adapting to the broad masses. The addressee of the advertisement is not a simple man in the street, but a person with financial capabilities who occupies not the lowest level in the social hierarchy.

Advertising requires increased attention from linguists, since the specifics of the advertised object, along with the functional settings and character of the audience, determine the very unique linguistic and stylistic nature of advertising.

It should be noted that in addition to communicative and pragmatic features, advertising is also characterized by the use of certain linguistic means, which are reflected at the syntactic, lexical and stylistic levels of the English language.

At the syntactic level, the following features of the advertising presented in the research material are noted:

1. one-part sentences: " Tempting aromas, the festive glow, all the wonderful sounds of the season and delicious yuletide treats". Advertising should not be voluminous, but highly informative, therefore, the function of such structures is quite transparent: to make sentences more concise and dynamic. Such pragmatic calculation is one of the most effective methods of influencing the reader;

Syntactic parallelism: " Often imitated, never bettered"Constructions of this kind are designed to enhance expression in the text, and at the same time, attention is focused on something that the reader has probably never done, while the potential client’s fantasy is played out, and desire increases significantly;

Negative forms: " There may be no better way to see the countryside, experience the culture, taste the food, hear the music and meet all of the wonderful characters of Kentucky than on Kentucky tours, trails and byways". The use of the negative form in sentences is dictated by the desire of advertisers to draw the attention of readers, on the one hand, to the fact that one should not miss the excellent opportunities that are offered by various companies. The emphasis is on the uniqueness of the opportunity offered, which, of course, has a certain pragmatic effect on the recipient of the information : no one wants to miss a chance that looks so tempting;

4. exclamatory sentences: " Maxwell House. Good to the last drop!" - speak for themselves: they certainly attract attention, force them to familiarize themselves with the text and the product offered, while unobtrusively influencing the reader, encouraging him to at least delve deeper into the text and, at a maximum, purchase the product immediately. Such suggestion and appeal to feelings - a pragmatically calculated move by advertisers, and a very successful one;

5. imperative mood of verbs: Tomas Sabo: "Charm up your life."; Swarovski: "Live big and go for it."; wella: "express you style...". Encouraging the addressee to take action, calling for something new and unknown is an excellent course of advertising campaigns, and the use of the imperative mood of verbs as an appeal to readers performs this function in a relaxed and tempting way;

6. comparisons: " PhongNha - Ke Bang can be compared to a huge geological museum - thanks to its complicated geological structure with different categories of stone including sandstone, quartz, schist, silicious limestone, granite, granodiorite, diorite, applet, pegmatite, etc." - help advertising developers evoke colorfully described pictures in people's imaginations, while, of course, the text itself is accompanied by various photographs to enhance the pragmatic effect that is achieved by comparisons. Moreover, the object described in the advertising text is presented as unique, one of a kind among many others;

Vivid headlines: " Christmas markets in Germany: a delight for all the senses" - this is perhaps one of the most important elements of advertising, since the headline is the first thing the reader pays attention to in the text [Andreeva: 41-49].

At the lexical level, the following features of advertising are noted:

1. Introductory words help to structure the text, consistently present the capabilities of the product, highlighting the most important: " I think, therefore IBM";

2. the use of adjectives mainly in superlatives to exaggerate the qualities of the advertised product: L'oreal: "Hair looksluminous, shiny…"; Geox: " Beautiful and always at ease confident… "; Northern Clinic: " The latest development …"; Wella: " Find your nearest wella salon now."; Pantene: "… the healthiest it’ s ever been" [Koziolov].

Phonetic means of expression are also characteristic of the advertising texts under study:

1. onomatopoeia: " Shhh! Do you know who? - Schweppes-s-s";

The repetition of consonant sounds at the beginning of closely spaced stressed syllables to create a certain emotional tone corresponding to the content of the utterance is an effective means of expression: " Award-winning walks in the Saarland";

Repeating stressed vowels within a line or phrase: " Experience a world beyond your imagination - like a fairytale brought to life"is quite effective and effective means transmission of information, a means of influencing the process of perception of a speech message.

Among the stylistic means of creating expressiveness in advertising texts are the following:

1. use of alliteration: " Maybe she's born with it. Maybe it's Maybelline";

2. use of pleonasm: " There is one thing, however, that all visitors to Bayreuth have come to expect: the very best";

Use of metaphor: " Mentos - Fresh Decision";

Using repeats: " Love is… - sweet taste of love";

Use of slang: " PSP (Sony Playstation Portable) - "PSP. Hells Yeah"";

Use of jargon: " Never pay for a covered repair again"It should be noted that among the indicated linguistic features of the advertising texts under study, special attention should be paid to the use and functioning of the last two linguistic phenomena.

1.5 Functioning of slang and jargon in advertising text

Advertising affects different people. However, one of the most sensitive categories to the influence of advertising is young people, who are in the process of active socialization. Advertising also influences children and adolescents, who are more willing to respond to

"a down-to-earth conversational style as opposed to an elevated and formal style." That is why the number of advertising products aimed at young consumers is increasing. Consequently, the promotion of such products requires specific means of influence, including linguistic ones. In accordance with this, advertisers, in order to overcome the psychological barrier between advertising and the audience, are trying to get closer to young people by resorting to the use of non-literary language units, elements of slang and jargon, or by creating new words and constructions in their likeness.

The areas and laws of the functioning of slang and jargon in modern English are increasingly becoming the object of scientific research. That is why it is necessary to consider the features of the functioning of slang and jargon in advertising text.

Due to its expressiveness, slang is an effective tool used in different types art and mass communication - in particular advertising - in order to increase influence on the audience. Quite often, slang is used in advertising slogans. For the most part, this concerns advertising of products aimed at a youth audience: strong and low-alcohol drinks, chocolate bars, etc. One of the conceptual requirements for a slogan is to take into account the characteristics of the target audience, the specifics of its language and, therefore, “slogans aimed at a youth audience will be most effective and expressive” if they use elements of youth slang. Thus, advertisers exploit the linguistic features of slang and jargon in order to intensify the sale of a product or service.

The slangism in the Panasonic company slogan is original:

"This is a real screamer". This company has a long history, and it has already established itself as a reputable company. Everyone knows that Panasonic produces high-quality equipment and there is no need to remind about this. It is much more effective to create advertising to maintain the brand image, which is what the company’s advertisers did. Slangism" a real screamer" is appropriately chosen because it has a specific meaning attached to it high level expressions of positive emotions.

An advertisement for the company Peter Paul Almond Joy & Peter Paul Mounds, which produces sweets, particularly chocolate bars, uses the slang expression " like a nut", which is used to mean "like an eccentric, crazy, fool", etc. With this expression, advertisers want to show that with the products of Peter Paul Almond Joy & Peter Paul Mounds the reader will feel better and gain self-confidence, what is necessary in a person's life: " Sometimes you feel like a nut, sometimes you don't".

Jargon is also found in advertising texts. One striking example is " Mystery Shopper wanted", with the help of which the authors of the advertising text seek to find a specially trained person who will anonymously assess the quality of customer service, the work of staff, their honesty, checking compliance with merchandising standards, and the quality of products and services.

Consequently, having considered some of the examples of the use of common slangs and jargons in advertising, we can come to the conclusion that the use of these linguistic means must meet the basic requirements of advertising. At the same time, their use in advertising texts influences language processes, contributing to the dissemination of these concepts and their convergence with the normative language. Penetrating into advertising, slangs and jargons lose their ability to separate a certain group of people, and the effect of alienation is lost. For them, advertising text is a means of transition into a codified language. The media is a kind of legislator of literary language, therefore slangs and jargons in advertising can be perceived as a neologism, which leads to their spread in a wide variety of circles.

Chapter 1 Conclusions

In the course of the study, theoretical research works of domestic and foreign linguists on the topic of work were studied, the concepts of “slang” and “jargon” in linguistics, in particular in English-language advertising text, and their use in the advertising text field were considered.

Consideration of the concept of “slang” in the scientific literature made it possible to identify two opposing approaches to its understanding due to the lack of an unambiguous definition of this term. Based on the analyzed materials, a working definition was developed: slang is considered as a linguistic term denoting a set of special emotionally charged words that are not accepted in literary speech. Jargon is seen as words used by certain social groups and carrying a secret meaning for everyone else. Like slangisms, jargons gradually penetrate into all spheres of human life for one reason or another.

The question still arises about the difference between the concepts of "slang" and "jargon". First of all, it should be noted the vivid expressiveness of slangisms, which contributes to the coloring of the speaker’s speech. Jargon is characterized by a hidden meaning that is difficult to decode for people not privy to certain areas. This is why jargon is typically used in highly targeted advertising messages aimed at a specific target audience.

In advertising texts, slang and jargon are widespread linguistic phenomena that enable advertisers to influence the audience in order to encourage them to take certain, pre-planned actions. In this case, the main emphasis is on the associative thinking of the recipient and his internal desires, which are what advertisers appeal to. Consequently, the advertising text and its stylistic content (slangisms and jargons) contribute to the creation of a pragmatic and communicative message aimed at a hidden impact on the target audience by appealing to their desires and preferences.

Chapter 2. Study of the features of slang and jargon in modern English-language advertising texts

.1 Methodology for selecting and analyzing research material

The practical part of this study is devoted to the study of the semantic, word-formation and functional features of slang and jargon in modern English-language advertising text in order to determine their pragmatic and communicative potential in each individual case. This study is based on the analysis of 109 advertising texts presented by various world-famous companies (Appendix). The material under study was selected from various Internet resources that contain advertisements from newspapers and magazines.

The main criteria for selecting the studied material are the following:

Communicative and pragmatic orientation of English-language advertising texts;

The presence of slang and jargon in English-language advertising texts.

To check the content of each identified slang and jargon in the studied English-language advertising texts, the following dictionaries were used:

1. Dictionary of English slang and colloquialisms of the UK;

2. Dictionary of Slang in North America, Great Britain and Australia. Dictionary of English slang. Features of the use of slang in North America, Great Britain and Australia;

Green's Dictionary of Slang;

The Oxford Dictionary of Modern Slang;

The Oxford Dictionary of English;

Urban Dictionary.

As part of this study, a quantitative analysis of the use of slang and jargon in English-language advertising texts was carried out, which made it possible to identify these linguistic phenomena in the material under study.

The conducted study of the use of slang and jargon in English-language advertising texts also allows us to summarize the results obtained in the form of a diagram (Fig. 1).

Rice. 1. Use of slang and jargon in English-language advertising texts

Thus, the study conducted on the use of slang and jargon shows that the latter are less common (5%) due to the specificity and scope of their use. Slang is widespread among a larger number of people and is part of everyday language, which is largely predictable, given its wide meaning and possibility of use in various spheres of human activity.

2.2 Semantic, word-formation and functional features of slang and jargon in modern English-language advertising

.2.1 Semantic functions of slang and jargon within an English-language advertising message

Consideration of the features of English slang and jargon should also be carried out in the context of their semantics and pragmatics, taking into account the significant indirect influence of the content of these phenomena in the text field. Therefore, it is necessary to study the semantic and pragmatic features of slang and jargon in modern English-language advertising texts.

From the point of view of semantics, it should be noted that the slangs and jargons used have not only a denotative, but also a connotative meaning, which is revealed in each of the analyzed advertising texts. That is why, first of all, it is necessary to consider those of them that are used in literal and figurative meaning. In total, in the framework of this study, about 109 English-language advertising messages containing the linguistic phenomena under study were analyzed.

Taking into account the specifics and focus of advertising, it is not surprising that in most cases slangisms and jargons in modern English-language advertising texts are used in a figurative meaning, usually based on metaphorical transfer, which is one of the brightest expressive and influential means in the field of marketing .

The analysis of the use of slang and jargon in literal and figurative meanings shows that 82% of cases of their use are based on the figurative meaning of the lexemes used, while 18% of cases demonstrate the direct meaning of the specified linguistic units (Fig. 2).

Vivid examples of the use of slang and jargon in modern English-language advertising texts in the literal sense are the following cases of their use for marketing purposes:

- Eatin" good in the neighborhood eatin' meaning "to take into the mouth and swallow (food, etc.), esp. after biting and chewing";

- Beanz meanz heinz which uses slang meanz, derived from the lexeme means, meaning “to intend to convey or express”;

- Where friendship is the largest jackpot! which uses jargon jackpot meaning "any large prize, kitty, or accumulated stake that may be won in gambling, such as a pool in poker that accumulates until the betting is opened with a pair of jacks or higher";

- WotalotIgot! which uses slang WotalotIgot in the meaning "What a lot I got";

- Fly like a CEO, pay like a temp which uses slang temp, which is a shortened form of an adjective temporary, meaning “a person who is employed by an agency that sends them to work in different offices for short periods of time, for example to replace someone who is ill or on holiday”.

The use of slang and jargon in a figurative sense, in particular those based on metaphorical transfer, is presented in the following English-language advertising texts:

- Helping Australia get back on its feetget back on feet in the meaning "to recover, to succeed in something that previously was impossible";

- Our models can beat up their models which uses slang beat up in the meaning "to defeat (an opponent); prevail";

- I go cuckoo for Cocoa Puffs! which uses slang go cuckoo in the meaning "to be crazy about something";

- Gros Jos which uses slang Gros Jos meaning "a women with huge breasts";

- Gros Mac which uses slang Gros Mac meaning "a big pimp".

The material under study shows that in modern advertising texts, slang and jargon, as a rule, can be divided thematically:

1. gaming topics, for example, betting and casinos: Where friendship is the largest jackpot!;

2. fashion industry: Let Prudential be your rock;

Modern technologies: Hello Tosh, gotta Toshiba?;

Health: Benecol. Keep cholesterol at bay;

Air transportation: Is this any way to run an airline? - You bet it is!;

Food sector: Fast foodies know the deal;

Automotive industry: Built Ford to tough!

Some of the slangisms studied are stable phrases used in various fields, including advertising. Among them we should highlight such as top notch in the meaning "of the highest quality; excellent", on a roll- “experiencing a prolonged spell of success or good luck”, etc. The results of the study show that no jargon presented in the form of set phrases was found.

Thus, the study shows that the semantics of advertising messages largely depends on the semantic features of the linguistic units that are used in them, especially slang and jargon, which have a high degree of expressiveness. The results of the study show that slang and jargon are used in modern English-language advertising, both literally and figuratively, depending on the goals pursued by advertisers. The main function of slang and jargon in the sample under study is the creation of expressive and motivating advertising texts aimed at attracting the attention of consumers. This is especially true for those slangs and jargons that are used in a figurative meaning based on metaphorical transfer.

2.2.2 Word-formation characteristics of slangs and jargons in English-language advertising text messages

Before proceeding to the analysis of the pragmatic functions of slang and jargon, which are found in modern English-language advertising and are used for a specific communicative and influencing purpose, it is necessary to pay attention to the word-formation aspect of these linguistic units identified in the material under study in order to trace the features and main trends of their formation in modern English, in particular its various variants, given the fact that part of the sample is characterized by the presence of American slang, widespread throughout the world.

Within the framework of this study, an analysis is carried out of the word-formation features of slangs and jargons that are found in modern English-language advertising texts to achieve the communicative and influencing goal intended by advertisers.

1. Changing the meaning of the primary lexical unit.

One of the most common ways of forming new lexical units is to change the meaning of the primary lexical unit (35%). In most cases, the change in value is caused by the transfer of the meaning of the name, namely:

Metaphor, since metaphorics is one of the main means of slang word formation. It is with its help that the brightest and most commonly used words are formed. The following examples were found in the studied material: to go cuckoo- "to be crazy about something" (for example: I go cuckoo for Cocoa Puffs!); beat up- “to defeat (an opponent); prevail” (for example: Our models can beat up their models.);

Metonymy: Gros Jos- "women with huge breasts" (eg: Gros Jos); Gros Mac- "a big pimp" (eg: Gros Mac).

One of the characteristic means of word formation, primarily for slang, is punning substitution: cookability- "stuff that is suitable for cooking anywhere" (eg: Cookability... that"s the beauty of gas.).

2. Conversion- this is the formation of a new basis from an already existing (inferential) basis by simply rethinking the latter without any change in its form. In total, 11% of cases of conversion being used for word-formation purposes in the analyzed English-language advertising messages were identified. An example is the following:

Noun lift- good mood (for example: Give your afternoon a lift.), which was formed by conversion from the verb to lift- "get high";

Noun go- "an attempt or try" (eg: The Actimel challenge.Give it a go.), which was formed by conversion from the verb to go- "to move or proceed, esp. to or from a point or in a certain direction";

Noun kick - “a stimulating or exciting quality or effect” (e.g.: Caution: ketchup has kick.), which was formed by conversion from the verb to kick- "to hit with the foot or feet".

3. Compounding. In the field of compounding, the most typical feature of English and American slang and jargon is the transformation of a number of words into one whole. So, WotalotIgot!- "what a lot I got!" (eg: Smarties. WotalotIgot!) It should be noted that this method of forming slang is quite popular and effective (8%), since in print advertising it allows you to focus the attention of the target audience on a certain aspect of the statement, and also saves text space, which, as a rule, is limited when it comes to printing advertising messages in the media or on certain popular Internet sites.

4. Morphological word formation. The morphological formation of slang and jargon is widespread in the studied material (46%). The most productive and frequent is the affix type of word formation. When forming slangisms and jargons in the research material, cases of the affix type of word formation are often encountered.

As an example of the affix type of formation of slangisms and jargons in modern English advertising text, the following advertising messages can be cited:

- fizzical- "to go through the process of fizziness" (eg: Every bubble"s passed its fizzical.);

- fast foodie"a person who likes to eat fast food" (eg: Fast foodies know the deal.);

- trashed -"under the influence of drugs and/or alcohol" (eg: Home of the trashed wing.).

In American slang and jargon, the most common suffix is er. In the middle of the 20th century. this suffix began to be actively used not only in everyday life, but also became widespread in other areas, in particular in advertising. In the material under study there are also slangs and jargons with this suffix, namely:

- quencher- "alcohol" (eg: The Thirst Quencher.);

- banger - " a sausage" (for example: Bangers with flair.);

A large group is represented by verbs that are used in persistent messages with postpositives down, off, out, up, around. The most productive are out And up: beat up- “to defeat (an opponent); prevail” (for example: Our models can beat up their models.); cough off- "to get away immediately" (eg: Tell your cough to cough off!).

The study showed that in slang there is a tendency towards simplification, towards saving linguistic effort, which is reflected in the use of short words and the reduction of lexical units. Words that can be abbreviated account for 46% of the occurrences in the material under study:

- lipsmackin", thirstquenchin", acetastin", motivatin", goodbuzzin", cooltalkin", highwalkin", fastlivin", evergivin", coolfizzin"- "lipsmacking, thirstquenching, acetasting, motivating, goodbuzzing, cooltalking, highwalking, fastliving, evergiving, coolfizzing" (eg: Lipsmackin", thirstquenchin", acetastin", motivatin", goodbuzzin", cooltalkin", highwalkin", fastlivin", evergivin", coolfizzin" Pepsi.);

- gotta- "(have) got a, (have) got to" (eg: Hello Tosh, gotta Toshiba?);

- c'mon- "come on" (eg: C'mon Colman's light my fire.);

- betcha- "bet you" (ex.: Betcha can't eat just one.);

- gottahava- "got to have a" (eg: Gottahava Wawa. ).

A special place among the slangisms found in the materials studied is occupied by a fairly large group of slangisms, which is represented by exclamations and interjections. They give expressive coloring to the statement and serve for the direct expression of feelings and expression of will. As a rule, they are short exclamations and express different degrees:

1. pleasures: yum- "used to express pleasure at eating, or at the prospect of eating, a particular food" (for example: Wendy's, Wendy's, yum!);

Surprise and delight: wow- "expressing astonishment or admiration" (eg: Keep your hair color "Wow".); wah- used typically to express admiration (eg: Wah! So fresh for less!);

3. approvals: yeah- "non-standard spelling of yes, representing informal pronunciation" (for example: Honey Comb's big! Yeah, yeah, yeah! It’s not small…no, no, no!);

Surprises: b"gosh- "by gosh" (eg: Oshkosh, b"gosh. ).

Borrowings play a significant role in the process of formation of slangs and jargons. The slang used in the material under study includes vocabulary borrowed from other areas and, in turn, can serve as a source of borrowing for social dialects. The conversational style of certain social groups is especially popular among target audiences of different ages and serves as a behavioral guide for them. Thus, a lot of slangisms were taken from the vocabulary of programmers, the media, bandits, prostitutes, drug addicts, etc. For example, the following slangisms borrowed from different spheres were found in the studied material:

- bovver- "hooliganism or violent disorder, especially as caused by gangs of skinheads";

- snoozepaper- "something having nothing to do with a quality newspaper";

- InSync- "the coordination of events to operate a system in unison".

In general, the list of such borrowed slangs and jargons can be continued, since they are all widely used in the advertising field, but can be applied in different areas due to their dynamism and mobility.

As part of this study, a quantitative analysis of the word-formation features of slang and jargon in English-language advertising texts was carried out, which made it possible to highlight the specifics of word formation in the material under study (Fig. 3).

Fig.3. Word-formation features of slangisms and jargons

Thus, the study shows that the discovered slangisms and jargons in modern English-language advertising texts have a number of word-formation features that reflect the development trends not only of British English, but also of its variants, in particular American. Among the main ways of forming slangisms and jargons, one should note a change in the meaning of the primary lexical unit, conversion, compounding and morphological formation.

2.2.3 Main functions and pragmatic orientation of slang and jargon in English-language advertising

Today, society is in a process of continuous development and changes that affect absolutely all areas of human activity. Advertising, as an integral attribute of any activity, also changes in accordance with the development of society. From a means of creating pressure on the consumer, advertising texts are gradually turning into a means of marketing communication, effectively playing the role of a language of communication between the manufacturer and the consumer.

5. influence function, which can be defined as a combination of emotive, aesthetic and influencing functions;

6. informative function, which consists of reporting the necessary data about the advertised object.

The influence function is clearly demonstrated by the following example, in which, through incentives, the advertiser tries to influence the internal desires of the target audience and form in them the idea that their products are good stuff, which means it’s worth buying and appreciating all its advantages compared to other products of this kind:

Gather "round the good stuff.

Considering the informative function, it should be noted that the analyzed advertising messages also inform the target audience about certain properties of the product, thereby helping to increase their purchasing power and desire to purchase what is offered to them, based on the described qualities:

We're gonna tempt your tummy, with the taste of nuts and honey, its a honey of an O, it's Honey Nut Cheerios.

Of course, the linguistic design of an advertising message is motivated by the functions it performs. An analysis of modern English-language advertising messages shows that the advertising texts under study are the carrier and exponent of the information conveyed by their author, realizing in them the intention to convey the information necessary to achieve a certain pragmatic and communicative goal. For this purpose, in the advertising texts under study, all means of expression available in the English language are widely used. The presented advertisement is as short, noticeable and expressive as possible, and therefore effective and successful: Beanz meanz heinz.

The author of the advertising message selects to create the text such linguistic means that would equally clearly formulate the presentation of information necessary for the potential consumer and encourage him to take the action required by the advertiser through emotional influence, suggestion and persuasion.

To create the necessary influence on the consumer, advertisers turn to a variety of tricks, using language design. Thanks to the combination of lexical and semantic means of different functions available in the English language, the emotional content of the advertising text is created in order to attract the attention of the audience.

When analyzing advertising messages, one cannot help but pay attention to the stylistic coloring of the vocabulary used in them. A special role in it is played by slang and jargon, characterized by a certain stylistic marking that allows them to influence the target audience and draw their attention to important elements of the statement in order to stimulate their purchasing power and desires.

First of all, it is necessary to note slangisms, which are characterized by a high degree of expressiveness due to the fact that they are based on certain stylistic figures, for example, on an epithet. So, in the example below, slangism not-so-secret contains a negative particle not, however, due to the contextual meaning, the created slangism is characterized by a positive connotation and evokes appropriate associations among the target audience, which helps to attract their attention to the specified advertising product. In addition, it occurs as part of a metaphorical unit not-so-secret weapon, in which the word weapon used figuratively to emphasize the fact that with the help of this product you can “amaze” any person, since it is of excellent quality: Your not-so-secret weapon .

Undoubtedly, slangisms and jargons are widely used in advertising due to their expressiveness and simplicity. So, in the example below, jargon temp used as part of a comparison in order to show all the advantages of work associated with promoting sites on the Internet. It is noted that there is no need to be a specialist in this field and work a lot, but you can easily and quickly learn everything, which is extremely attractive for applicants interested in this offer: Fly like a CEO, pay like a temp .

In the following example, slangism to kick is also used as part of comparison, as it enhances the stylistic coloring and overall expressiveness of the advertising message, which is extremely important when it comes to advertising messages aimed at a wide target audience. Thus, thanks to its use, the target audience develops certain associations indicating that the advertised product is invigorating and tasty due to its special properties, which are characteristic of energy drinks that can make a person more efficient and active: Drinks like a Soda, Kicks like an Energy Drink .

Slangisms are also often used in repetitions to attract the attention of the target audience when viewing or reading an advertising message. So, in the example below, slang is used Tosh, which is an abbreviation for the brand name Toshiba. Thanks to root repetition, advertisers try to focus consumers' attention on the name of the specified brand and associate them with those who use the products of this company, calling them "tosh", i.e. those who use or are simply a fan of this brand. Such an appeal is conversational and communicative, as it helps bring the brand and its consumers closer together, further encouraging them to make a purchase: Hello Tosh gotta Toshiba? .

American slang gimme it is also used in repetition to influence the target audience and form in them a certain idea about the advertised product. So, in the example below, the target audience associates the advertising product with relaxation, i.e. if a person wants to relax, he should buy and eat waffles, which will give him heavenly pleasure and help him relax for a while, as well as satisfy his hunger. Consequently, the stylistic expressiveness of not only the specified slang, but also the advertising message as a whole increases, as was intended by the advertisers: Gimme a Break, Gimme a Break .

Give a hoot, don't pollute.

Wah ! So fresh for less!

Nothin' says lovin' like somthin' from the oven.

So, in the given examples, the stylistic properties of slangisms nothin', lovin', somthin', hoot And wah are enhanced by the rhythm of the advertising message, which has a positive effect on the target audience and contributes to better memorization of the advertising text, and therefore easier reproduction.

When considering the function of persuasion and influence in English-language advertising texts, special attention should be paid to the function of aggressive or soft influence. Thus, with the first method of influence, the advertiser addresses the consumer directly. There are no veiled remarks or hints. The advertising text uses only the name of the product or an offer to use it. That is why it is characterized by the use of an imperative, a brand name or information about the direct purpose of the advertising object:

Get chummy with Rummy.

In rare cases, verbs in the imperative mood with a negative particle are used, since they have a negative connotation and may cause the buyer to change his mind about purchasing the advertised product or service. But in some cases their use is extremely successful and appropriate:

Choccy Philly? Don't be silly.

When using the soft influence method, the emphasis is placed primarily on the buyer’s mood, his emotions, feelings, rather than on persuading him to purchase the advertised object. With the help of hidden subtext, the buyer himself must come to the understanding that this product will make his life better. In order to achieve this effect, longer structures, rhetorical questions, pronouns are used, in particular you, your, we, our etc. In some cases, it is difficult to guess what exactly we are talking about without seeing the accompanying image of the product or service:

When you're crazy for chicken.

As part of this study, a quantitative analysis of the stylistic features of slang and jargon in English-language advertising texts was carried out, which made it possible to identify the specified linguistic phenomena in the material under study (Fig. 4):

Fig.4. The use of slang and jargon as part of stylistic means

The conducted study of the use of slang and jargon in English-language advertising texts also allows us to summarize the results obtained in the form of a diagram (Fig. 4).

From the point of view of the scope of application of slang and jargon in advertising, it is important to note that, as a rule, their use is typical for the food and nutrition sector, which is largely of interest to the target audience interested in consuming quickly and tasty prepared food: Eatin" good in the neighborhood. Also, these linguistic phenomena are often used in advertising gaming establishments or lotteries: Where friendship is the largest jackpot!. Cases of using slang and jargon in advertising cosmetics are not uncommon: Keep your hair color "Wow". Unlike slang, the main purpose of using jargon is to appeal to a specific target audience who is well versed in a particular field, for example, gaming. The use of jargon in such cases appeals to consumers who show interest in certain things, which helps to increase their consumer interest and pay attention to the advertised object and its competitive advantages.

Thus, the analysis of the stylistic functions of slang and jargon shows that their expressiveness is enhanced by certain stylistic means, namely metaphors, repetitions, comparisons and epithets. This helps to form the necessary associations among the target audience and draw their attention to certain aspects and units of the advertising message, as well as the advertising product as a whole. Consequently, slangisms and jargon in modern English-language advertising texts have a high degree of expressiveness and stylistic marking, which has a positive effect on the advertising campaign, helping to increase sales of goods or services, and attracting the target audience.

Conclusions to Chapter 2

In the practical part of this study, an analysis of the features of slang and jargon in modern English-language advertising texts was carried out using a sample of 109 advertising slogans. Particular attention was paid to the semantic, word-formation and functional features of slang and jargon in the research material.

The results of the study show that the discovered slangs and jargons are used in modern English-language advertising, both literally and figuratively. Such their use is predetermined by the motivation and goals of advertisers creating advertising messages for certain companies. The main goal of slang and jargon is to create expressive and motivating advertising texts aimed at attracting the attention of consumers and increasing their interest in purchasing the advertised product.

From the point of view of word-formation features that were found in the sample under study, it is necessary to note the following ways of forming slangisms and jargons: changing the meaning of the primary lexical unit, conversion, compounding and morphological formation.

The influence and pragmatic impact of slangs and jargons increases with their use as part of certain stylistic devices, such as metaphors, repetitions, comparisons and epithets.

Chapter 3. Methods of using slang and jargon advertising texts in foreign language lessons at school

Many researchers note high efficiency using communicative techniques. Based on the provisions of the communicative methodology, in 1996 the Council of Europe formulated new approach to teaching foreign languages, which is known as a competency-based approach, focused on the formation of communicative competence.

In the process of learning a foreign language, the formation and development of communicative competence occurs, which is focused not on simply transferring to the student a certain set of grammatical and lexical knowledge, but on teaching him to communicate effectively with native speakers of the language and culture being studied.

In modern scientific literature, competence is usually understood as a set of linguistic knowledge, skills and abilities. The term competency is used together with the concept of competence. These concepts are differentiated as follows: competence is a complex of knowledge, skills, abilities acquired during classes, which represents the content component of learning, while competence is considered as “personal properties that determine its ability to perform activities on the basis of the formed competence.”

Communicative competence should be considered as a person’s ability to understand and recreate a foreign language not only at the level of phonological, lexical-grammatical and regional knowledge and speech skills, but also in accordance with the various goals and specifics of the communication situation. It is believed, from these positions, that for verbal communication it is not enough just to know the language system at all its levels, to master the rules for constructing sentences constructed in accordance with grammatical norms, but it is also necessary, in addition, to exercise one’s influence on the participant in communication adequately to the tasks and situation of communication and use speech statements accordingly. Consequently, communicative competence can be defined as an individual dynamic category, which reflects the unity of language and speech of an individual.

According to E.N. Solovova, the formation of communicative competence consists of the following levels:

Linguistic;

Sociolinguistic;

Sociocultural;

Strategic;

Discursive;

Social.

Linguistic competence is aimed at the formation and development in students of certain formal knowledge and corresponding skills that are associated with certain aspects of the language, in particular grammar, phonetics and vocabulary. This competence is especially relevant in the process of studying linguistic phenomena such as slang and jargon, as well as the specifics of their use in speech. However, for communication in each specific case it is also necessary to master sociolinguistic competence, which is the ability of students to select linguistic forms, apply them in the process of communication and transform them according to the context. By developing this competence, students develop an understanding of the practical use of linguistic phenomena considered in the framework of this study in the process of communication to influence the interlocutor.

Considering the fact that language serves as a means of representing the characteristics of human life, there is a need for the formation and development sociocultural competence aimed at understanding and studying the culture of different countries of the language being studied. With its help, students learn to understand English slang and jargon and their semantics in the worldview of the English-speaking population in the process of learning English. Consequently, we are talking not only about dialogue at the level of individuals, but also about the readiness and ability to conduct a dialogue between cultures in the process of learning a foreign language at school.

However, according to E.N. Solovova, competent solution of communicative problems presupposes not only the presence of knowledge of a cultural nature, but also the presence of certain skills and abilities in organizing speech, the ability to build it logically, consistently and convincingly, setting tasks and achieving goals. According to the Council of Europe, this type of competence is called strategic And discursive. No less important in the learning process is the formation social competence, which presupposes the willingness and desire of students to interact with others, self-confidence, as well as the ability to put oneself in the place of another and cope with the current situation. In this regard, the need to develop a sense of tolerance for someone else’s point of view, which may differ from the opinion of the speaker, is noted. These types of competencies are also necessary in the process of working with English-language slangs and jargons, as they make it possible for students to develop an understanding of the appropriateness of their use in a specific situation in relation to the interlocutor.

In the process of teaching English and the use of certain linguistic means characteristic of it, it is also important to understand the specifics of speech influence, which is carried out in the process of specific speech activity of the individual and is associated with the achievement of specific goals and objectives of speech communication. A.A. Leontiev identifies three methods of speech influence:

1. impact associated with the formation of new conceptual structures - concepts - in the individual’s conceptual system. Here the acquisition of new knowledge, new information about oneself and the world occurs;

2. changing the conceptual structure of existing concepts. New concepts are not introduced or formed, their structure changes. Here new information of a conceptual, semantic nature appears;

3. a change in the structure of the concept at the level of its emotional and semantic structure is a change in the evaluative, emotional component. As a result, a different attitude arises, a different place in the individual’s value system.

However, it should be noted that verbal communication can simultaneously be carried out on different levels awareness, respectively, speech influence can also occur at different levels, which should be taken into account in the process of teaching the technique of speech influence, through the use of slang and jargon in the English language.

Training in media literacy and speech influence is necessary due to the fact that today's youth need to understand the functions of media and other information providers, to be able to search, evaluate, use and create information to achieve personal, social, professional and educational goals. Acquiring media literacy skills opens up a wide range of opportunities for teachers and students to enrich the educational environment and make the teaching-learning process more dynamic.

This study examines the possibility of using research material in the process of teaching English at the senior stage of education in a school setting.

Task 1. Match English slang and jargon used in advertisements with their definitions. Distinguish between lexical units belonging to slang and jargon.

2. Find English equivalents in your dictionaries. Try to use slang and jargon if possible:

· give your word, get around, go crazy, try, gizmos, crazy, bet, showdown (usually between groups of young people), relatives, stomp here, excessively, clunker, chicks.

Task 3. Translate into Russian the following advertisements:

1. Wah! So fresh for less! (Giant)

2. A newspaper, not a snoozepaper. (The Mail)

Our models can beat up their models. (Levi's)

The Actimel challenge. Give it a go. (Actimel)

Is this any way to run an airline? - You bet it is! (National Airlines)

Gather "round the good stuff. (Pizza Hut)

Task 4. Paraphrase English slang and jargon used in the following advertisements:

1. Hello Tosh, gotta Toshiba?

Look, Ma, no cavities!

3.Made of incredible stuff.

4.Tell your cough to cough off!

5. Gimme a Break, Gimme a Break.

6. Run with the little guy...create some change.

Task 5. Put as many questions of various types as possible to the following advertisements. Pay special attention to the slang and jargon used. Translate the sentences.

1.Fast foodies know the deal.

2. Put a Tic Tac in your mouth and get a bang out of life.

3. Buy a bucket of chicken and have a barrel of fun.

Task 6. Express your attitude towards the following advertisements. Do you think that the choice of English slang and jargon suits their emotional and pragmatic charge?

1. Drinks like a Soda, Kicks like an Energy Drink.

It's dandy for your teeth!

Keep your hair color" Wow".

Where the food and service are top notch!

5. It's cakepopolicious!

7. Make up your own advertisements using the following slang and jargon from the box.

8. Speak on the following topics concerning English advertisements. Use examples and slang/jargon if possible.

1. What makes English advertisements effective?

2. Why people remember some advertisements and repeat them?

Would you like to be an advertiser? Why? Why not?

Is it necessary to use slang/jargon in advertisements?

5. What are the main functions of slang/jargon used in advertisements? Task 9. Express your attitude to advertisements and the necessity of their usage to increase sales and brand awareness.

Task 10. Role Play

1. You are a representative of the well-known brand company. You are having a meeting with an advertiser who is to create a catching promotion campaign. What are your key priorities when ordering advertisements? Discuss them with the advertiser.

You are a representative of a well-known brand company. You are having a press-conference with journalists who want to learn more about your recent promotion campaign with the slogan " Show'em you're a tiger, Show'em what you can do, the taste of Tony's Frosted Flakes, brings out the tiger in you, in you!". Answer their questions.

Thus, the proposed exercises are aimed at developing the above communicative competencies in high school students, as well as media literacy, taking into account the rapid development of the advertising sector and media resources. Having the necessary knowledge, they will be able not only to identify slang and jargon in the process of communication or reading foreign language resources, but also to use it in their future professional or everyday life. Consequently, the use of advertising texts containing slang and jargon expressions has high theoretical and practical significance in the process of teaching a foreign language and can be used to develop students’ interest in the language they are learning and stimulate their independent study of modern English-language media.

Conclusion

In the course of the study, theoretical research works of domestic and foreign linguists on the topic of the thesis were studied, and all the research goals were achieved.

As part of this work, the theoretical works of domestic and foreign researchers on the topic of work were analyzed, the concepts of “slang” and “jargon” in linguistics, in particular in English-language advertising text, and its impact on the advertising text field were considered.

Consideration of the concept of “slang” in the scientific literature made it possible to identify two opposing approaches to its understanding due to the lack of an unambiguous definition of this term. Based on the analyzed works, a working definition was developed: slang is considered as a linguistic term denoting a set of special emotionally charged words that are not accepted in literary speech. Jargon is seen as words used by certain social groups and carrying a secret meaning for everyone else. Like slangisms, jargons gradually penetrate into all spheres of human life for one reason or another.

The question still arises about the distinction between the concepts of “slang” and “jargon”. First of all, it should be noted the vivid expressiveness of slangisms, which contributes to the coloring of the speaker’s speech, while jargons are characterized by a hidden meaning that is difficult to decode for people not privy to certain areas. This is why jargon is typically used in highly targeted advertising messages aimed at a specific target audience.

In advertising texts, slang and jargon are widespread linguistic phenomena that enable advertisers to influence the target audience to encourage them to take certain, pre-planned actions. In this case, the main emphasis is on the associative thinking of the recipient and his internal desires, to which advertisers appeal. Consequently, the advertising text and its stylistic content (slangisms and jargons) contribute to the creation of a pragmatic and communicative message aimed at a hidden impact on the target audience by appealing to their desires and preferences.

This study also includes an analysis of the features of slang and jargon in modern English-language advertising. In general, over 100 advertising messages were analyzed, in which cases of the use of slangisms (95%) and jargon (5%) were identified, taking into account their semantic, word-formation and functional features. From the point of view of the semantics of slang and jargon in modern English-language advertising, it is necessary to emphasize that advertisers resort to various linguistic means that encourage the target audience to certain associations and actions. Analysis of the word formation of the identified slangisms and jargons shows that among the main ways of forming slangisms and jargons, one should note a change in the meaning of the primary lexical unit, conversion, compounding and morphological formation.

Analysis of the research material revealed that the degree of influence of slangisms and jargons increases due to their use as part of certain stylistic means, namely metaphors, repetitions, comparisons and epithets, characterized by a high degree of expressiveness.

The rapid development of not only advertising, but also media education makes it possible to consider the use of modern English-language advertising texts containing slang and jargon for didactic purposes, for example, in the process of teaching English at school. This study presents exercises for teaching English at the senior stage of schooling for the formation and development of not only students’ media literacy, but also students’ correct understanding and use of the studied linguistic phenomena in English.

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As a result of changes in the scientific paradigm that began in the 70s. and expressed in the fact that language is conceived not as an immanent system, but as a system constituting a constitutive property of a person, the attention of linguists focused on the cognitive aspects of language, indicated by W. Humboldt, who believed that “to study the functioning of language in its widest scope” - is to examine it “in relation to the activities of thinking and sensory perception.” This vision of language puts great emphasis on the concept of linguistic communication, of which scientific translation is a part.

There are many definitions of the concept of scientific and technical translation, translation of scientific and technical text.

For example, Z.N. Volkova believes that the main issue in translation theory is the problem of translatability. By “translatability” this author understands the possibility of accurately conveying the thoughts of the original author with all their nuances, emerging associations and preserving the author’s style by means of the target language. Many prominent linguists abroad have questioned this possibility.

Indeed, one cannot completely deny the thesis of untranslatability, since in any language there are always linguistic categories for which there are no correspondences in another language, and this, to one degree or another, affects the invariance of meaning during translation. However, lack of correspondence is a relatively rare occurrence.

A.V. adheres to a similar position. Fedorov, who points out that only those individual elements of the original language that appear to be deviations from general norm language, tangible in relation to this particular language, i.e. mainly dialectisms and those words of social jargon that have a pronounced local connotation. Their function as local words disappears in translation. The invariance of meaning may also suffer when translating individual elements of phraseology. But in general, the entire practice of translation speaks in favor of the principle of translatability, and this is especially true in relation to scientific and technical literature.

Any scientific and technical text, regardless of its content and nature, can be completely accurately translated from one language to another, even if the original treats a branch of knowledge for which there is no corresponding terminology in the target language. In such cases, the translator most often resorts to interpretation, and the formation of the necessary terminology is carried out in the field of production or by those scientific circles that deal with these issues. The appearance of new terms does not introduce dissonance into the general structure of the language; new terms are quickly assimilated, because terminology by its nature is the most mobile and changeable sublanguage of any language.

In this work we will adhere to the position of L.M. Alekseeva and E.A. Kharitonova, who believe that the translation of a scientific text is special type communication, and the translator’s speech activity model is one of the components of cognitive activity. It should be noted that despite the development of a general translation methodology, the features and difficulties of translating the terms of a scientific text have been little studied, while they play a fundamental role in conceptualization.

The features of the scientific and technical text were most clearly highlighted by V.N. Komissarov. He points out that the language of scientific and technical literature is characterized by the following features:

Lack of emotional coloring. This feature basically determines the absolute translatability of scientific and technical texts, since the reader should not have any extraneous associations, he should not read between the lines, admire wordplay and puns, take the side of one hero and burn with anger towards another. The goal of the author of a scientific and technical text is to accurately describe this or that phenomenon or action, this or that object or process; he must convince the reader of the correctness of his views and conclusions, appealing not to feelings, but to reason. True, when translating polemical speeches one can encounter some emotional intensity of the text, however, even in this case, the style of the original must be conveyed with caution, taking into account the norms of the Russian scientific and technical language.

Striving for clarity, clarity and conciseness. The desire for clarity is expressed in the use of clear grammatical structures and lexical units, as well as in the wide use of terminology. As a rule, generally accepted, established terms are used, although there are also so-called terminoids (terms in circulation in a narrow field, such as local and brand names, etc.), which significantly complicate translation, because often missing even from industry dictionaries. The desire for brevity is expressed, in particular, in the widespread use of infinitive, gerundial and participle phrases, abbreviations and symbols.

The special semantic load of some words of everyday colloquial speech. Rethinking words in everyday speech is one of the productive methods of constructing new terms. Therefore, there are many words that belong to the vocabulary of everyday speech and have the nominative function of the term. For example: put out - in everyday speech - “to put out the fire”, and for sailors - “to go out to sea”, stroke - in ordinary speech - “blow”, and for mechanics - “piston stroke”, hoe - generally “hoe”, and for a builder - “backhoe”, etc. This property of words is a particularly dangerous source of difficulties and errors for a novice translator.

The frequency of use of words from the main vocabulary differs from the general literary language. The vocabulary of scientific and technical literature is much poorer than the vocabulary of works of art. Therefore, the frequency of individual elements of the general vocabulary of scientific and technical literature is higher than the frequency of individual elements of the vocabulary of artistic works, while the characteristic features of the scientific and technical style include literary and bookish words and expressions, foreign borrowings, the predominance of subject-logical meanings and the rarity of figurative and contextual meanings.

The frequency of use and relative importance of certain grammatical forms and constructions that differ from the general literary language. In accordance with the statistical data of Kaufman S.I. the frequency of use of active and passive structures in fiction is expressed as 98% and 2%, respectively, while for technical literature the ratio of the use of these structures is expressed as 67% and 33%. Consequently, in technical literature Passive Voice is used 15 times more often than in fiction. The definition is used 3 times more often in technical literature than in fiction. The prepositional position of a noun in the role of a determiner in fiction accounts for 37%, and for other cases - 63%. In the technical literature, the opposite picture is observed, namely 62% and 38%, respectively.

According to research by Nosenko I.A. and samples of 100,000 word uses, non-finite forms are used more often in technical literature than in fiction (-4800 = 260 and - 3850 = 210, respectively, excluding combinations of infinitives with modal verbs). A particularly significant discrepancy is observed for the definition of 2300 for technical texts and ~1090 for literary prose. However, the frequency of impersonal verb forms in combination with transitive verbs is higher for fiction (~700) than for technical literature (~160).

Rarity of use of idioms. Idiomatic phrases are unique indecomposable expressions that have a specific meaning, often independent of the elements they contain. Idioms almost always have some emotional connotation and therefore do not fit into scientific and technical texts. Often, idioms do not have a very clear meaning, which fundamentally contradicts the spirit of scientific and technical language.

Use of abbreviations and symbols. This and the following characteristic are a consequence of the desire for brevity and clarity.

The use of special expressions and lexicographical structures (such as: centers, and/or, on/off, etc.).

Based on the above, we can conclude that the listed characteristics of a scientific and technical language should serve for a novice translator as a kind of program for improving his qualifications, because they indicate those moments that require, in comparison with others, more thorough assimilation.

As already indicated, in cases of difficulties in translating a scientific text, the translator must resort to interpretation, and this is only possible if he is familiar with the subject of the text. Therefore, not only knowledge of the peculiarities of the language of the translated text helps in translation, it is also necessary to be a specialist in this field.

As A.V. believes Fedorov, a necessary condition for achieving accurate translation is a good familiarity with the subject treated in the original. The translator must know the subject so completely that, in any form of presentation in the original, he is able to correctly convey the content of what is being presented without losing information. This is not always easy. For example, in the sentence - "High strength to size and cost are basic factors in the evaluation of materials."

it is necessary to reveal the meaning of the combination of words “High strength to size”, which is only possible if you understand the essence of the matter:

“High strength-to-dimensional ratio and cost are the main criteria when evaluating materials.”

The highlighted words compensate for the loss of information contained in the original that would occur in a literal translation.

Only ignorance of the subject can push the translator to preserve the word order of the original when translating the following sentence:

"In this case one curve passes through each point of the plane."

"In this case, one curve passes through each point of the plane."

It turns out that one curve covers the entire plane, since it passes through all its points. In fact, the original speaks of a family of curves,” only rearranging the word order gives the correct translation:

"In this case, one curve passes through each point of the plane."

If some of the author’s thoughts are not clearly stated, the translator is obliged to present these passages in clear literary language. However, under no circumstances should one take the path of interpretation or development of the author’s thoughts. This may lead the translator down a line that does not correspond to the author's intention.

You also cannot rely only on the theory and practice that are well known to the translator: the original author may be talking about something completely new, often contradicting existing views. In other words, the translator must be able to independently reason on a given subject, correctly understand even the unclearly expressed thoughts of the original author, present these thoughts in good Russian language, without distorting the author’s thoughts one iota and without resorting to interpretation. When faced with difficulties, a translator should never allow himself to make a “more or less correct” translation. He must either overcome the difficulty or have the courage to admit his inability to translate a given word, expression or even sentence and leave it untranslated.

This paragraph addressed the problem of familiarization with the subject of the text being translated. In the course of the presentation, we came to the conclusion that familiarity with the subject is so important that it should be put before the point requiring a good knowledge of the language of the original being translated and, if you have to make a choice between two possible translators, one of whom is excellently familiar with the subject, but less knowledgeable language, and the other has a weaker knowledge of the subject, but is fluent in the original language, then the choice usually falls on the first candidate: dictionaries do not replace good knowledge of the subject.

However, even despite knowledge of the subject of the text being translated, to translate a scientific and technical text it is necessary to understand that the basis of any scientific text is terminology. Therefore, in the next paragraph we will consider the general concept of a term in translation theory.

Thus, revealing the specifics of a separate subtype of translation, a special theory of translation studies three series of factors that must be taken into account when describing translations of this type. Firstly, the very fact that the original belongs to a special functional style can influence the nature of the translation process and require the translator to use special methods and techniques. Secondly, focus on such an original can predetermine the stylistic characteristics of the translation text, and, consequently, the need to select such linguistic means that characterize a similar functional style already in the TL. And finally, as a result of the interaction of these two factors, actual translation features associated with both general features and differences between the linguistic characteristics of similar functional styles in the FL and TL, as well as with the special conditions and tasks of the translation process of this type. In other words, a special theory of translation studies the impact on the translation process of the linguistic features of a certain functional style in a foreign language, a similar functional style in the TL, and the interaction of these two series of linguistic phenomena.

Within each functional style, it is possible to identify some linguistic features, the influence of which on the course and result of the translation process is very significant. For example, in the scientific and technical style, these are the lexical and grammatical features of scientific and technical materials and, first of all, the leading role of terminology and special vocabulary. In the newspaper information style, along with the important role of political terms, names and titles, this is the special nature of the headlines, the widespread use of newspaper cliches, the presence of elements of colloquial style and jargon, etc. In addition to such general features, in each language a similar functional style also has specific linguistic features.