Abbreviations in English advertising discourse: a syntactic-semantic aspect

The purpose of this study is to identify the structural-semantic specificity of abbreviations in English advertising discourse. The author clarifies the meaning of the term "abbreviation" and, based on a structural classification, identifies three main groups of abbreviations within the subject area under investigation, which are further detailed during the course of the study. The scientific novelty of the research lies in the fact that, for the first time, a comprehensive analysis of abbreviations in English advertising discourse has been conducted, which has made it possible to identify and describe the productive structural models of their formation and to determine the features of their semantic content. The study establishes the prevalence in the language of advertising of three-component initial letter abbreviations formed on the basis of structural models with a basic substantive component. The relatively widespread use of apocopated syllable-type abbreviations and blends, and the low representation of complex syllable abbreviations (primarily purely syllabic abbreviations and amalgamations) in advertising discourse are also noted. The identified abbreviations denote subjects and objects in the sphere of advertising, and the rich and capacious semantic content of the studied abbreviations, in terms of expression, is combined with a compressed form of expression, which makes them a convenient means of linguistic compression.