Language Game as a Way to Improve the Communication Efficiency of the Advertising Text (example of regional outdoor advertising)
The study based on the regional material, is devoted to the phenomenon of language games as a way to improve communication efficiency of the regional outdoor advertising. The examined material displays the diversity of methods of language games used by advertising creators for attracting consumers’ attention to the advertising message: from the game with polysemantic words and the creation of nonce words to graphics selections based on the words and harping precedent phenomena. In addition, the article studies the question of the interaction of the direct and figurative senses, realized in the verbal and visual components of the advertising text.