LANGUAGE GAME IN THE FRENCH ADVERTISING DISCOURSE: MEANS OF ITS CREATION AT DIFFERENT LANGUAGE LEVELS

Abstract

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.