PHRASEOLOGICAL EXPRESSIONS AS A MEANS TO INCREASE ATTRACTION IN THE HEADLINES OF ADVERTISEMENTS (BASED ON THE CUSTOMS PRESS)

Abstract

The purpose is to study the role of different types of phraseological units in increasing the attraction potential in the headlines of advertisements in the professional Customs discourse. Methodology and Approach. The headlines containing different types of phraseological units are studied, the potential and effectiveness of each type of a phraseological unit to increase the attraction of the headline and the impact on the reader is analysed. The main methods of research are observation, synthesis, and interpretation of results, discursive and statistical analysis.Results. The results include the analysis of functions and pragmatic aims of different types of phraseological units used in advertisements headlines in the customs press. The author defines the effectiveness of use of various types of phraseological constructions in the professional advertising discourse, as well as the means enabling phraseological units to achieve their pragmatic aim and efficiently influence the reader.

Keywords

• advertising discourse
• professional discourse
• phraseological expression
• impact
• pragmatic intention