Nivelul lexical în textele de reclama
Lexical level in advertising texts

Summary/Abstract: The work focuses on the lexical level in texts used in advertising, reviewing the neologisms, the argot and the familiar language in the message of the advertisement. The processes that appear at a semantic level in advertisements are highlighted: the polysemy, the antinomy, word composition, the transformation of the grammatical category of the words. Also taken into consideration is the inflow of foreign words into the language used in advertising, but also the elevated elements from the language of advertisements, or vague words and expletive expressions from the structure of advertisements. The theoretical aspects are accompanied by examples.

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