Стилистични функции на звуковите конфигурации в рекламните текстове за мода
Stylistic functions of the phonic configurations in the fashion advertisement

Summary/Abstract: The research discusses the opportunities to find a meaning beyond the sign-differentiating one in the field of the sound configurations in fashion advertisement. Different types of metaphonic structures are described and their functions are studied in the investigated corpus of advertising texts. The connotative potential of different types of sound configurations is experimentally demonstrated and analyzed. Examples illustrating the communicative effect of the metaphonic structures in fashion advertisement are cited; their relation with the other levels of the language and the iconic signs is analyzed. The research outlines options to complement and vivify through the metaphonic structures the overexposed visual codes designed especially for more impact in advertisement, as well as to implement other original approaches to achieve the objectives of the advertising discourse.

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