CONNOTATIVE WORDS IN THE ADVERTISING OF MOBILE OPERATORS MTS AND TELE2
In the field of modern communication, advertising is not only a necessary condition for the promotion of goods on the market, but also an inseparable part of our daily life. It is difficult to imagine everyday communication without advertising. It affects virtually all spheres of people's lives: it forms values, changes priorities and affects the way of thinking. From the point of view of philology, advertising is a special sphere of practical activity, the product of which is a word product - an advertising text. In connection with the active development of advertising, as well as the involvement of an increasing number of text forms, research on genre varieties of advertising texts and their stylistic features is relevant. The article is devoted to analysis of the role of connotative words in influencing the functions of advertising texts, which have an impact on virtually all spheres of people's activity and are an integral part of modern communication. Substantiated the necessity of studying the linguistic features of advertising texts. The material for the study consist of texts of commercials operators MTS and Tele2. It is indicated that expressive vocabulary in the advertisement texts has expressive function, and the influencing effect on the consumer.