Български и немски пословици и поговорки и техните съвременни еквиваленти в рекламни текстове
Bulgarian and German proverbs and their contemporary eqivalents in advertising

Summary/Abstract: Advertising today needs a short, fun and memorable phrases, which are understandable to broad consumer circles, highlight the qualities of the advertised product and encourage customers to purchase. Therefore it is often based on sayings and proverbs as universal truths and carriers of folk wisdom. There are some linguistic differences between the two short folk genres, but their functions in ad text are identical: to persuade and to entertain as puns. They are rarely used in their original form but change and become often of humorous or burlesque character. In many cases, the same adage varied or parodied in numerous advertising campaign at different times and in various fields for various products and companies, as its components are changed according to the quality of the product. The language tools for incorporation of proverbs and sayings are such as: substitution, adding words, related company, brand or product name, release or adding syllables or sounds like verbal games on phonetic basis or combined with rhetorical tools, ad-hoc-formations imitating proverb and games with intertextual allusions.

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