The Language of Pre-Election Advertising

The review deals with the linguistic features of print media advertising used in the presidential election campaign in 2016 as well as with the political slogans in it. Pre-election advertising is an important manifestation of political advertising, which serves the purpose of presenting the candidates and motivating the electorate. In connection with its characteristics attention is paid to the choice of linguistic means, most of all vocabulary, but also registered language game skills. Different adverts analyze the use of precedent texts, language game and style tinting, which, in parallel with the other emotional-expressive means, boost the effectiveness of the text