Violation of language norms in advertising discourse (language devices and anti-devices)

This article presents an analysis of violations of various norms of language on the material of advertising messages. It gives an idea of understanding the effectiveness of the advertising message. Its impact is determined by the difference between the language, speech and ethical standards of communication. the key aspect of the work is the distinction between unintentional violations of norms (in spelling, punctuation) and intentional violations of norms as a stylistic device. The emphasis is not on the violation of spelling rules. The author’s attention is focused on violations of certain grammar, graphic, word formation and syntagmatic norms. He examines such irregularities and questions the effectiveness of this language device. The analysis is based on the theory of linguistic communication. The material under analysis is modern advertising that gives enough opportunity to come to valid conclusions. All types of violations are described in terms of efficiency depending on the addressee factor (youth or adult audience). The ease of reading and understanding the stylistic device by the audience is also taken into account.