Implicit-explicit evaluative of an advertizing slogan in the aspect of legal conflict

The article views an advertizing slogan as the sub-genre of advertizing text and carries out the linguistic analysis of several slogans for the purpose of determining their pragmatic potential. The aim of the article is to analyze the expressive components of the slogan which demonstrate evaluative markedness expressed through various linguistic means, and the semantic content of which is beyond the scope of semantic field. It also aims to study the cases of legitimacy and legality of slogan’s components. The correlation between explicit and implicit slogans in modern advertising discourse is changing. Processes and phenomena that are happening in communicative space never happened before. Means and measure which do not comply with the norms of literary language are being widely used. Implicit slogans, which are characterized by wide interpretation of speech means, may lose their expressiveness and attractiveness as the result of regulation. Their deviations from the norm, which attract customers, require rethinking the meaning, deciphering, decoding. However, it is the implicit slogan which is the most efficient one, since it contains intrigue, unexpected idea or unusual concept.