Limited use vocabulary in advertising: functional aspect
Journal: Neophilology
Year: 2025

INTRODUCTION . In the modern conditions of the advertising industry development, one of the tools for forming a product communication strategy is the use of limited use vocabulary (dialectisms, jargonisms, neologisms, etc.), which has undoubted advantages and at the same time has a number of restrictions and conditions for use. The purpose of the study is to identify the functions implemented by the vocabulary of limited use in advertising communication. MATERIALS AND METHODS . Research material