LINGUISTIC CREATIVITY PROCESSES AND STRATEGIES IN THE ADVERTISING DISCOURSE

Lucia VESTE Universitatea de Stat din Moldova

Abstract

With the development of new technologies and of progress in all areas, the strategies for promoting new products have evolved considerably. Today the primary purpose of the advertising discourse remains to influence and manipulate. However, the linguistic processes and strategies have updated it and progressed from informing itself (the informative function) to the creative function of the advertising. The creativity of the advertising speech can be lexical or syntactic. In case of lexical creativity, it is determined by the following linguistic procedures and strategies: refunctionalisation, lexical reclassification, nomination, graphs, derivation, creativity of the lexical imperative, composition, orthographic overlay, lexical derailment, hapax legamenon, etc. Syntactic creativity is updated by: hybrid constructions, omission of verbs, etc. In this sense, we will further analyse and exemplify each case of lexical creativity and syntactic creativity, above mentioned, based on the advertising discourse. Keywords: lexical creativity, syntactic creativity, advertising discourse, linguistic emancipation, discursive density.