Linguistic creativity of the modern gift marketing (based on alcoholic products)

This article describes linguistic creativity in modern gift marketing. The study analyzes the verbal design of alcoholic products’ packaging, which contains creative texts aimed at the mass consumer – a modern linguistic personality, for whom non-standard language solutions have acquired particular value. The author connects the change in the linguistic design of product packaging with the development of mass linguistic creativity, which extends to various types of discourse, including the gift discourse analyzed by the author. The article proves that the creativity of texts on gift alcoholic products is achieved by various linguistic means: violation of language norms, non-standard linguistic combinations, the use of language games that create unpredictability of meanings. Particular attention is paid to the functional aspect of linguistic creativity (attracting consumers’ attention, creating a positive brand image, promoting a product), as well as the axiological component of the analyzed texts. The article concludes that the linguistic design of a product is an effective tool for its promotion, while marketing communication in general and gift marketing communication in particular, reflect the axiological parameters of modern society, for which alcohol products act as an integral attribute of any festive event and/or a desired gift.