LINGUISTIC MEANS OF VERBAL BANK IMAGE IN ADVERTISING DISCOURSE

Abstract

The article highlights the problem of creating a verbal bank image in advertising discourse,
analyzes specific features in print media text and outdoor advertising. The author
defines the role of linguistic means involved in creating the image of the bank, revealing
the most productive ones. The study emphasizes the virtual and the real benefits significance
of an advertising product and identifies the features of different bank advertising
types: branding, sponsorship and marketing. According to the author, idioms, tropes (epithet,
metaphor, simile), puns, repetitions, rhyme, intertextemes are the most common linguistic
means and techniques used to create an image of the bank in advertising discourse.
Their dominance in bank advertising texts is associated with diversity of the mentioned
means expression, as well as a considerable impact on the recipient.