SCIENTIFIC SERIES
“COGNITIVE STUDIES OF LANGUAGE”
Author: Oprishch N.S., Pozdnyakova E.M.
Abstract: The recipient’s interaction with the reality results in construal of worlds that are related to the object of advertising at conceptual and linguistic levels. Copywriters intentionally work on ad elements to trigger the attention of consumers. The article discusses how slogans facilitate ad decoding and subsequent construal of worlds, meeting the expectations of ad recipients.
Keywords: construal of the world ◆ English language advertising ◆ slogan ◆ conceptualization ◆ mental representation