INTRODUCTION 3
I THE CONCEPT OF SLOGANS 5
1.1 Definitions of advertising slogans 5
1.2 Phonological aspect 10
1.3 Classifications and functions of slogans 12
II THE LINGUISTIC PECULIARITIES OF TRADEMARK SLOGANS IN ENGLISH 14
2.1. Semantic aspect 14
2.2 Syntactic aspect 17
2.3 The linguistic means and peculiarities of their functioning in the advertising text. Slogan as an instrument for shaping the emotional image 22
CONCLUSION 42
BIBLIOGRAPHY 44
Appendix 1 46
Appendix 2 47
Appendix 3 48