Linguoric and linguistic role of neologisms in the advertising text (on the material of the French language)
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- Tambov State Technical University
Abstract
The article deals with the role of neologisms in the construction of an advertising text, as well as various principles and structures of introducing a neologism into the text. In particular, the author considers the principles of detachment and modalization, resorting to which the speaker (writer) creates discursive tension necessary to introduce a new linguistic unit into speech.
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(Archived) Rhetorical classics and the contemporary status of rhetoric