Language features of drug slogans

УДК 811.161.1 ББК 81.006 К 592

A. I. Malinina

S. A. Vakhmyanina

The article is devoted to evaluating the effectiveness of drug slogans. The functions of the advertising slogan and the requirements for its creation are analyzed. As a result of generalization, data were obtained on the quality of effective advertising of drugs: non-standard, brevity, memorability, as well as accuracy, clarity and correctness. An experiment is described to verify these-data using a survey of students aged 19–20 years. In the course of the experiment, fragments possessing humor, consistency and euphony were positively evaluated.

Key words: advertising slogan, advertising effectiveness criteria.

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