Արդի հայերենի գովազդային խոսույթը. բառընտրություն և բառագործածություն

Abstract

The article deals with the features of the selection and use of words in the advertising discouse of the modern Armenian language. To make the speech more concise, harmonious, and also close to our linguistic thinking, the use of common words or their simple equivalents is most accepted. Preferred are also colloquial and / or foreign words that are understandable to everyone, easily perceived and quickly remembered. When creating advertising texts, it is recommended to refer to an explanatory dictionary, to a dictionary of synonyms, to use polysemantic words, to choose new but acceptable equivalents in the semantic plan instead of ready-made patterns. And if the use of words distorts linguistic thinking and does not serve the purposes of advertising policy, then one should abandon them and turn to more acceptable, even common structures.