LANGUAGE GAME IN THE FRENCH ADVERTISING DISCOURSE: MEANS OF ITS CREATION AT DIFFERENT LANGUAGE LEVELS
The linguistic means of creating a language game in French advertising texts at the phonetic, lexical, word-formation, grammatical levels of the language are investigated. Homophones and paronyms are distinguished on the phonetic level, stylistic tropes - on the lexical, stylistic figures - on the grammatical, contamination - on the word-formation. Cases of combinations of different tropes and figures in some advertising texts are established.