Advertisings slogans as cultural stereotypes transformation

The article considers advertising slogans, having connection with traditional idioms (proverbs, cliché, phrasal verbs). Avertising discourse is analysed, traditional idioms in television and outdoor urban advertising are compared. Three types of slogans having an idiomatic basis are revealed. Duplicated slogans reproduce Russian proverbs and saying and convey implied in them traditional values and behaviour patterns. Transformed slogans being modifications of set expressions and owning to verb fragments transform meaning of idioms. Constructed slogans borrow logical-grammatical structure of idiomatic patterns and assume the role of modern folklore displaying new cultural stereotypes. Comparing traditional idioms and advertising slogans with idiomatic basis transformations of a number of cultural stereotypes are revealed.