The anthropocentric aspect of the asymmetry of linguistic signs in advertising discourse

The article is devoted to the description of advertising texts and the role of the asymmetry of linguistic signs in the performance of the functions of the advertising text. In the considered samples of advertising discourse, we analyzed such linguistic phenomena as polysemy, phraseological units, homonymy and synonymy. The purpose of the study is to substantiate the productivity of the impact of the asymmetry of linguistic signs on the realization of the communicative effect in advertising products. The scientific novelty of the work lies in the use of a functional and pragmatic approach to the study of language functioning within the framework of advertising communication, which made it possible to identify the specifics of the advertising language. The methods of actualizing the asymmetry of linguistic signs have been introduced into scientific use. The peculiarities of the use of phraseological units, polysemy, homonymy, synonymy in the advertising sphere of a specific product category in the pragmalinguistic aspect are revealed. For the first time, the paper analyzes the advertising text from the standpoint of pragmatic and semiotic approaches. As a result, the methods of actualizing asymmetry were identified: the use of linguistic context, creolization of the text, appeal to stereotypes, reference to relevant signs and facts of reality; the influence of linguistic signs on successful or unsuccessful self-presentation of advertising was proved: both advantages and disadvantages of using the asymmetry of linguistic signs in advertising texts were noted.