Le probleme de l'écologie au XXIe siècle

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(slide 6)

In the first line of this text, we see the negative valuation dull and flat lexemes, which appeal to a similar brand without naming it. Wanting to show the advantage of its product, the advertiser uses the shimmering and multidimensional lexemes, which are already positively colored and act as oppositions to the first two lexemes. If the token dull represents tarnish, the unnatural color of the paint, then the lexeme shimmering is its brightness, the natural color. Thus, these nominations can be combined into one antonymic paradigm. The second antonymal paradigm is the lexeme flat and multidimensional, the first of which says that the paint can go unevenly on the hair, making the hair seem unnatural. The new paint has more possibilities, it makes the hair more "alive", filling it with a natural shine. Thus, binary oppositions at the contextual level in the advertising of cosmetic products help create a positive image of the advertised object, which is presented against the background of the negative image of such a brand. And it is the lexemes of negative evaluation that enter into the antonymic paradigm that help the consumer to make a choice in favor of the product offered by the advertiser.

Note that many promotional texts that provide information about cosmetic products are rather laconic. In addition, advertisers "face" of a particular brand make famous people (actors, singers, musicians).

(slide 7)

This advertising is built on contrast: young people at the table try delicious dishes and drinks of modern cuisine, discovering a new world of taste (new world cuisine). But in the background of the photo we see buildings representing the historical past of the country (old world charm). Using the opposition new world - old world, the advertiser combines the present and the past, history and modernity. He seems to tell a potential tourist that on this journey all the pleasures of modern civilization are expected, and a meeting with the history (magnificent museums, wonderful excursions).

(slide 8)

In this paper, we identified 76 contextual anthonymic paradigms that included the semantic structure of 63 advertising texts belonging to nine thematic groups.

As can be seen from the presented tables and diagrams, the largest number of contextual oppositions is represented in the advertising texts "Cosmetics and perfumery" (18%). This type of goods is especially widely represented in print media. Contextual antonyms help to position not only the advantages of the proposed product, but the advantages of a company that produces similar products to other companies.

On the second place in terms of the number of anthonymic paradigms are the advertising texts of the thematic group "Tourist services" (14%). Contextual antonymy, used in these texts, helps a potential consumer to identify the advantage of the proposed service, assessing, first of all, its financial benefits.

Contextual antonymy is widely used in advertising texts representing the thematic group "Cars" (13%). It helps create a bright and unique image of a car, giving it an unidentical social and personal significance, while taking into account the target audience.

The worst contextual antonymy is presented in the thematic group "Clothes and shoes", as well as in the group "Food and Beverages". In our opinion, this is due to the fact that the advertising texts of these groups are most often informative, and therefore they use a small amount of figurative means.

(slide 9)

- The information can be expressed implicitly and explicitly

- But nevertheless, no matter how many advertising texts of examples of contextual antonymy are contained, this means of expressing language in all of them helps create a bright and unique image of the advertised object, representing its positive qualities. In addition, contextual antonymy shows the consumer the advantage of a company that produces such products before other companies.

- Contextual antonymy helps to compare goods or services with competitors' goods not directly, which, on the one hand, will not be a violation of the law, but on the other hand, will prompt the addressee to believe in the uniqueness of the product / service without explanation and will demonstrate the objective advantages of the advertised object. This will make it possible to distinguish a product / service among similar goods / services. Thus, it can be said that contextual antonymy makes full use of its implicit potential for demonstrating the advantages of advertised objects.