Stylistic functions of the outdoor advertising slogans

The article investigates the peculiarities of the outdoor advertising that is considered to be the most effective way of sharing information in the marketing activities. The nature of the slogan as a part of the advertising text as well as the linguistic and ideological unifying factor of the whole campaign is determined. According to the theoretical and factual material the stylistic tasks of the slogans in the outdoor advertising texts are defined. The attention is focused on the functions of activation, memorization, manipulation, influence, also including demonstrative, informative, emotional-and-associative and motivational functions. The basic methods of realization (formal: exclamation, rhyme, occasionalisms, set-phrases, adversative and causative-consecutive structures etc.; semantic: different kinds of the appeals to the certain categories or concepts) are clarified for each of the appointed functions. Also the article points out the possibility of the verbal and non-verbal influence of the slogans on the recipient by the appropriate means. By specific examples the variants of the stylistic realization of the slogan in the advertising text are analyzed.