Trasformation of phraseological units in English and Russian advertising texts

Anikina Tatiana Vyacheslavovna PhD in Philology Associate Professor; Department of Foreign Languages and Russian Philology; Nizhny Tagil State Socio-Pedagogical Institute, Branch of Ural State Pedagogical University 57 Krasnogvardeiskaya str., Nizhny Tagil, Sverdlovsk region, 622031, Russia anikishna@mail.ru Other publications by this author

An advertising text is a way of conveying ideas into the language of needs and requests; it has a huge impact on how the advertising text is written and what means of expression are used in it to attract attention, influence or influence people ^{[1, p. 182]}.

The most comprehensive definition of an advertising text can be considered the concept of L. G. Feshchenko, she broadly examines the concept of an advertising text, noting all its features: "an advertising text is a communicative unit intended for non–personal paid information in order to promote a product, service, person or subject, idea, social value, having formal features in the structure – signaling about the nature of the information required by the law on advertising (presentation), one or more brand components and/or advertising props and characterized by equal importance of verbally and non-verbally expressed meaning" ^{[2, p. 116]}.

"An advertising text must meet a number of requirements: to be clear, intelligible, informative, original, entertaining, emotional, logically constructed, concise, normative": T. V. Akimova writes about such conditions for an advertising text in her work ^{[3, p. 201]}. She also says that anyone who creates advertising texts should not only be creative, but also have knowledge in various fields and know the norms of speech.

Advertising texts should have two main features: persuasiveness and brevity, in this case they will contribute to achieving the target setting of advertising – the realization of the maximum degree of impact. Persuasiveness is an important feature of the content plan, it implies following logic, as well as emotionality and expressiveness of language, achieved by detailed selection of lexical units, their organization by means of expressive syntax. The characteristic of the expression plan is brevity. This feature presupposes the choice of structurally capacious grammatical constructions involved in the formation of a text unit with target semantics. "The correct choice of linguistic means, thus ensuring a harmonious combination of the plan of content and expression, contributes to the memorability of advertising texts, their fixation in the consciousness / subconscious of the target audience" ^{[4, p. 84]}.

Let's look at the main features of the advertising text.:

1. Conciseness: the text should not be overloaded, it should have short sentences and simple syntax.

2. Specifics: the text does not use arguments or descriptions of well-known facts.

3. Customer appeal: advertising texts usually use pronouns such as "you", "your", the consumer should clearly see what he will get from the product. The text conveys only one main idea.

4. There should be creativity and originality in the text, no cliches are used for the advertising text.

5. The text should attract and hold the reader's attention. The advertising text should make an impression on those who read or listen to it, a person begins to find images and show emotions in relation to the advertised product.

6. The special style that belongs to the brand, it must be different from other manufacturers in order to be recognizable.

Nowadays, advertising texts are in high demand, as with the help of well-written text you can attract more customers. The advertising text has certain functions. The main purpose of the advertising text is to encourage consumers to choose the advertised goods, services, brands, and companies. That is why advertising should express its ideas through clear, concise, easy-to-remember, engaging and convincing texts. Violations of the norms of literary language are allowed in the language of advertising, which helps to enhance the impact of the advertising text on consumers. The advertising language uses both verbal and non-verbal means, which also has an impact on the customer. The advertising text often contains both verbal and non-verbal context at the same time, which is presented in the form of a colorful image, diagram, or with the help of a video. "Thus, the specificity of advertising texts is determined by the fact that, depending on the type of advertising, they combine the verbal (linguistic) part with the following non-verbal elements: 1) visual row (in print and outdoor advertising); 2) sound row (in radio advertising); 3) sound and visual row (in television advertising)" ^{[5, p. 82]}.

Researchers pay special attention to the role of phraseological units as units of language capable of influencing consumers. The introduction of phraseological units into advertising texts allows you to convey the idea of the advertising text more accurately and emotionally, it is a kind of attempt at manipulation, suggestion, persuasion and control of addressees ^{[6; 7]}.

Phraseological units exist in the culture of each country, they often reflect the mentality of a particular culture, their content is related to the characteristics of a particular people. A. V. Kunin wrote: "Phraseology is a treasure trove of language. The phraseological units reflect the history of the people, the originality of their culture. Phraseological units often have a distinctly national character" ^{[8, p. 4]}.

There is no single definition of a phraseological unit, philologists give different interpretations to this concept. The term phraseological unit can be defined as a phraseological unit, an idiom, a phraseological turn, a phraseological expression, a stable phrase or a stable combination of words, etc. There are a lot of definitions of the term "phraseological unit". In this work, following A.V. Kunin, phraseological units (phraseological units) are understood as stable combinations of words with complicated semantics that are not formed according to generative structural and semantic models of variable combinations ^{[8, p. 4]}.

Phraseological units make our speech more emotional and expressive. With the help of phraseological units, we can more accurately describe different situations, phraseological units are not taken literally, and some expressions may sound rather strange to representatives of different cultures.

Phraseological units not only serve as a means of expressive speech and decoration of any language, but also carry certain information: they reflect the history of a nation, the peculiarities of its culture and way of life, its national character and the picture of the world ^{[9, p. 102]}.

The most important feature of phraseological units is a completely or partially reinterpreted meaning. The reinterpreted nature of the meaning of phraseological units is established by superimposing it on a variable combination of words that formed its basis. If they are missing, the meaning of the phraseological unit is compared with the literal meanings of its components. Reinterpretation refers to any departure from the literal meaning ^{[10, p. 44]}.

As we have already mentioned, phraseological units can convey information accurately and interestingly, which is why they are often used in advertising texts. T. V. Akimova writes in her article that "phraseological units are a powerful aid in creating a text, they help to express a thought vividly, figuratively, concisely and easily, to convey information to the consumer. The value of a phraseological unit is that it is familiar and recognizable, which means that the consumer's ability to perceive, remember and reproduce a slogan containing a familiar phrase increases dramatically" ^{[3, p. 201]}. Thus, the phraseological units used in advertising texts can be called an effective and effective way to influence potential customers. Usually, phraseological units are introduced into advertising in their original form, which is the norm and standard. In addition, most phraseological units have an oral-colloquial character, which is also one of the conditions for the success of the advertising text. Phraseological units are most often used in the advertising text as a slogan. T. V. Akimova gives the following examples: "The New Year is coming! It's time for gifts in M-Video!; To a new life on all sails! The new residential complex "Scarlet Sails"; How delicious and fragrant! You'll lick your fingers!" ^{[3, p. 201]}.

The significance of phraseological units lies in the fact that they enable a creative approach, i.e. the use and transformation of a unit in relation to a specific purpose, to the object of advertising.

"The transformation of phraseology is a conscious violation of the norm, which journalists and copywriters go to, striving to expand the means of expression, to linguistic innovations" ^{[3, p. 201]}. Based on the viewed advertising texts, which use phraseological units, it is these individual authorial phraseological units that prevail in the texts.

T. V. Akimova in her research identifies the following classification of the modification of phraseological units, which are reduced to the following types of transformations: 1) structural changes, where the meaning of the phraseological unit is preserved; 2) semantic updating of the phraseological unit; 3) structural and semantic changes. Let's take a closer look at these types of changes.

1. Structural changes in a phraseological unit imply either the replacement of one of the components, or the addition of "new" words to the unit, or one of the components is removed. T. V. Akimova gives the following examples in her work: "There is always a place for discovery in life (Otkritie Bank); Whoever does not have time is not Heinz (Heinz green peas)" ^{[3, p. 202]}.

2. In the semantic renewal of a turnover, its defraseologization is observed, that is, the division of a common, unified meaning into the meanings of its constituent fragments, while preserving the structure of phraseology. T. V. Akimova illustrates this type of transformation with the following examples: "A clean victory over dust (LG vacuum cleaners); Your comfort at altitude (Aeroflot advertisement)" ^{[3, p. 202]}.

3. Structural and semantic changes of phraseological units are the least common. The essence of such changes is that the phraseology is used as a basis, which is modified, but as a result of replacing the part, all the components acquire a direct meaning. In this case, T. V. Akimova gives the following example: in the advertising text of the Bosch iron "All folds are smooth", the phraseology "Bribes are smooth" is used, and as a result of replacing the component, all components acquire a direct meaning" ^{[3, p. 202]}.

It is also worth noting a special group of phraseological neologisms that have been actively used recently, this is a type of transformation of phraseological units that involves structural and/or semantic changes in new socio-cultural conditions. This form of phraseological units is found in colloquial speech, the media, and the Internet. For example: "Feel the difference!" (Skoda Octavia); "Forget about bad roads" (Nissan Connect)" ^[3].

N. P. Soboleva mentions the creative approach of using phraseological units in her work. In the field of advertising, phraseological units are a widespread phenomenon, since such creative use enhances the pragmatic orientation of the advertising text. "Phraseological units serve as an effective means to achieve the goal in the field of advertising goods and services. Among the main reasons are brevity, awareness of potential recipients, as well as a close connection with traditions and knowledge embedded in phraseological units" ^{[11, p. 158]}.

Phraseological units used in advertising campaigns are most often used with semantic or structural-semantic changes. N. P. Soboleva notes the scientist V. Mider, who "calls the result of the transformation of phraseological units to achieve a comic effect an anti-phraseologism (anti-proverb) or a phraseologism that does not correspond to the norm (perverb). The scientist gives the modified phraseological unit such epithets as "distorted" or "torn" and defines it as "a phraseological unit that combines a humorous or satirical linguistic game and traditional wisdom inherent in the proverb" ^{[11, p. 157]}. Currently, phraseological units in advertising texts are often subject to changes, the presence of "anti-phraseological units" confirms this fact, and this allows the creators of short advertising texts to use rich phraseological material for pragmatic purposes.

As a result of the analysis, N. P. Soboleva notes in her work the following varieties of transformed phraseological units in advertising:

1. Replacement. When the components of a phraseological unit are replaced with a new lexeme, both independent parts of speech and official ones can be replaced. Advertisers often use this technique in their advertising texts. If only one component is replaced in a phraseological unit, then semantic changes can be traced, and replacing more components leads to a greater transformation of meaning. In advertising, the meaning changes, but the underlying phraseology makes advertising more expressive. N. P. Soboleva illustrated this transformation with the following example: "Danger is in the detail" – the slogan for the film "Dot the I" ("Dots over I"), 2002, USA, Great Britain. This slogan uses the nominative phraseological unit "the devil is in the detail", which has the structure of a simple sentence. As part of the transformation, the noun with the definite article "the devil" was replaced by the noun "danger" ^{[11, p. 156]}.

2. Wedging is a structural and semantic transformation. In this technique, the phraseological turnover is supplemented with a new component or components so that the advertisement looks more profitable by changing the structure and expanding the phraseological unit. In this case, N. P. Soboleva considered as an example the slogan "You can't get out of the water dry", which is a Russian-language interpretation of the short advertising text "There are no clean getaways" for the film "No Country for Old Men" ("Old People don't belong here"), 2007, USA. The nominative phraseological unit "get away with it" as a result of a structural and semantic transformation acquired the necessary semantics due to the insertion of the negative particle "not", and the inversion made an emphatic emphasis on the imagery embedded in the PHE" ^{[11, p. 156]}.

3. "An extended metaphor is a complex transformation that leads to the grouping of additional sub–images around the main metaphor enclosed in a phraseological unit." Using several techniques at once makes it possible to make the phraseological unit and slogan more expressive. "Success didn't go to his head, it went to his neighbor" is the English–language slogan for the film "Envy", 2004, USA. The basis of the slogan was a nominative phraseological unit with the structure of the subordinate phrase "go to one's head", which in Russian has an expressive colloquial analogue of "hit in the head", used in the meaning of "to confuse the mind" ^{[11, p. 159]}.

4. Expansion implies an increase in the composition of a phraseological unit by adding one or more components. This technique is aimed at concretization, approximation of the semantics of phraseological turnover to the situation and context. When expanding the component composition of a phraseological unit, the addition of a new element occurs strictly at the beginning or end. N. P. Soboleva writes that "in slogans, the method of expanding the component composition of a phraseological unit in its pure form occurs in the form of adding negative particles and pronouns." "Nothing is as simple as black and white" is the slogan for the movie "Pleasantville", 1998, USA. The advertising text was created using the comparative-nominative phraseological unit "(as simple as) black and white" with the structure of a compositional phrase used if the speaker is talking about something simple and obvious ^{[11, p. 160]}.

5. Truncation. When using this technique, a part of the phraseological unit is shortened. The advertiser's desire to make the text more concise and concise is reflected in the use of a truncated form of phraseology. "The game is worth the candle" is an interpretation of the English–language slogan "Play or be played" for the film "Va-bank", 2013, USA. In this slogan, using a communicative phraseological unit with the structure of a simple sentence "the game is not worth the candle", the negative particle "not" was truncated, due to which the short advertising text and phraseology acquired a positive connotation" ^{[11, p. 160]}.

6. Creation of a slogan by analogy with the structure of phraseological units and phraseological repetition. This is a very effective technique used in advertising texts, as evidenced by the fact that advertisers often create slogans based on an already well-known structural model. As an example, N. P. Soboleva cites the slogan: "There can be no triumph without loss. No victory without suffering. No freedom without sacrifice" for the film "The Lord of the Rings: The Return of the King", 2003, USA, New Zealand. The slogan was created using a repetition structure similar to such communicative phraseological units as "no gain without pain" ("no pain, no victories" / "you can't easily catch a fish out of a pond"), "no garden without its weeds" ("no rose without thorns"). The three-fold repetition of the same construction gives the slogan expressiveness and a certain drama" ^{[11, p. 161]}.

7. Phraseological saturation of the context is a technique in which phraseological saturation of the context is represented as the simultaneous use of several phraseological units or several simple or complex stylistic transformations. "The technique is a complex stylistic transformation and is often complicated by other techniques of occasional transformation of a phraseological unit. As a result of such changes, a humorous effect is often created" [Soboleva, 2015, p. 161]. The slogan "She brought a small town to its feet and a huge corporation to its knees" to the film "Erin Brockovich", 2000, USA is used by N. P. Soboleva as an example of this technique. The short advertising text uses two nominative and communicative phraseological units: "bring someone to one's knees" and "bring someone to one's feet". In this case, an interesting indicator of the language game is the use of two phraseological units with the same verb "to bring" ^{[11, p. 161]}.

8. Broken use of phraseological units. In her research, N. P. Soboleva refers to A. V. Kunin, "a break is a method of verbal separation of a phraseological unit by a variable word, a combination of words or graphic means in order to create a new stylistic effect with a constant component composition." N. P. Soboleva points out that the elements that separate a phraseological unit when it is broken are not they become one with the phraseological turnover and "do not fit into the image that underlies it." The unusual thing about this technique is that it embodies a certain atmosphere of tension, and the modified word order places accents in the sentence differently. As an example, N. P. Soboleva uses the slogan "Getting Away With It Can be Murder" for the film "The Advocate", 2013, USA. The slogan is based on a nominative phraseological unit with the structure of the subordinate phrase "to get away with murder", used in the meaning of "get away with it", "get away with it" ^{[11, p. 161]}.

Thus, a large number of structural and semantic modifications of phraseological units can be observed, which fill the advertising text with diversity and uniqueness. They help to engage the audience and keep their attention, as well as encourage them to take action, for example, to purchase a product, watch a movie, or purchase a service ^{[12; 13]}.

Another researcher, E. V. Kulikova, in her article examines the structural, semantic and semantic changes in phraseological units used in advertising texts. E. V. Kulikova considers semantic and stylistic transformations to be semantic transformations that do not relate to the lexical and grammatical structure of a phraseological unit. Structural and semantic transformations are semantic transformations associated with changes in the lexical composition and/or grammatical form of phraseological units. She considers the following techniques to be semantic transformations: 1) acquisition of an additional semantic connotation by a phraseological unit; 2) reinterpretation of a phraseological unit, i.e. a radical transformation of the semantic core, the semantic basis of a phraseological unit, a complete change in its semantic content; 3) a change in the connotative content of a phraseological unit; 4) transformations based on the figurative basis of a phraseological unit.

E. V. Kulikova identifies two types of structural and semantic transformations: 1) transformations that do not violate the unity of phraseological units; 2) transformations that result in individual authorial phraseological units.

Thus, E. V. Kulikova emphasizes that phraseological units are easily amenable to various structural and semantic changes. "The result of the methods of transformation of phraseological units is the intensification of figurative, expressive meaning; concretization, adaptation of a phraseological unit to a certain speech situation; impact on the audience of potential consumers of goods; "intimization" of speech, creation of a casual conversation with readers (consumer audience)" ^[14].

It should be noted that the analysis of the advertising texts reviewed in the articles showed that they effectively use phraseological units that are easily recognized by the reader. They help improve the memorability of individual phrases and the perception of the entire advertising text. We see that phraseological units in advertising texts undergo various changes reflecting a creative approach to writing a slogan. With these changes, the authors of advertising texts make the slogan unique, reflecting the whole essence of the advertised object. Phraseological units should become an integral part of the advertiser's active vocabulary. A turnover successfully used in a slogan becomes an effective advertising medium, since consumer information about a product, expressed in a vivid, figurative form, is easily and firmly remembered by a potential buyer ^[3].

It should be noted that in the structure of the advertising text, phraseological units are most often used in the slogan. The slogan is usually found in the introductory part of the advertising text, so it is important to make it the most vivid and memorable.

So, transformations of phraseological units are often used in advertising in order to emphasize some feature of the brand. The most common transformations are substitution, wedging, expansion, and truncation.

Substitution is a semantic transformation in which the components of a phraseological unit are replaced by a new lexeme or lexemes.

Wedging is a structural and semantic transformation in which a phraseological phrase is supplemented by a new component or components.

Expansion is a transformation that involves increasing the composition of a phraseological unit by adding one or more components.

Truncation is a transformation in which a part of a phraseological unit is shortened ^{[11, p. 156]}.

Transformed phraseological units become individualized and authorial, slogans acquire vivid verbal images and a new expressive coloring. Transformed phraseological units in advertising slogans are more expressive and original ^[12].

Let's consider English-language advertising slogans created by transforming well-known phraseological units.

The slogan for the movie “Furious 6” 2013, USA: “All roads lead to this". This slogan uses the phraseology “all roads lead to Rome". The transformation of phraseology used is a substitution. The author of the slogan changed the name of the city “Rome” to the pronoun “this". In this case, the theme of the film, which is related to car racing, and the word “roads” were outplayed, since they belong to the same semantic field.

The slogan for the social campaign for the protection and protection of water resources: “Save Water...It ’s not just a drop in the bucket. It’s a life”. The advertising text uses the modified phraseology “a drop in the bucket”, which was transformed by adding “is", “not” and “just". Transformation is the expansion of the component composition of a phraseological unit. Using this technique changes the meaning of the phraseology and makes it negative, which helps to emphasize the importance of preserving water.

The HP OMEN keyboard's advertising slogan is "React Quickly. Dominate Decisively”. The basis of the slogan is phraseology: “to act quickly and decisively”. In this case, the phraseology undergoes two transformations: substitution and wedging. With the help of transformations, manufacturers emphasize that customers will be able to respond to SMS messages in a timely manner and use the keyboard for other purposes comfortably.

The slogan for the film “Pleasant ville" is "Nothing is as simple as black and white". The modified phraseology “as simple as black and white”, which means something simple and obvious, is expanded by the verb “is” and the pronoun “nothing”, reflecting a negative connotation. This allows you to capture the attention of the audience and arouse their interest in the plot of the film.

The slogan of the brain cancer charity is "Head to head with brain tumours". This slogan is based on the phraseology "to go head to head", which means "to fight". The phraseology was truncated, the verb “go” was excluded from the composition, which makes the slogan more concise and confidential.

The slogan for the film “Playing for Keeps”, 2012: “Grab life with both hands“ contains a modified phraseology ”grab life by the horns“, in this case the preposition ”by“ was replaced with ”with“, the article ”the“ with the pronoun ”both“, as well as the noun ”horns" was replaced on “hands". This technique plays off the title of the film, where the main character must cope with difficulties and therefore he needs to tackle problems “with both hands".

“Starting from scratch never tasted so good" is the slogan of the movie “Chef”, 2014. In the original version of the phraseology, “start from scratch“ was replaced by “starting". The phraseology in the slogan helps to reflect the main idea of the film, where the main character must start a new life after losing his job.

The slogan of the movie “August: Osage County”, 2013: “Misery loves family". The phraseology “misery loves company” is used as the basis of the advertising text. The slogan, based on a phraseological unit with the replacement of the noun “company” with “family”, helps to reveal the essence of the film, where the family blames each other for various misfortunes.

“Manners make the man" is the slogan of the movie “Kingsman: The Secret Service”, 2015. In the phraseology “clothes make the man“, the components of ”clothes“ were replaced with ”manners". Both nouns characterize a person, but to emphasize that the characters in the film pay a lot of attention to good manners, the advertiser used this transformation.

The English-language slogan for the movie “Dinner for Schmucks”, 2010: “Takes one to know one". “It takes one to know one” is a phraseology that means that people with common interests are similar to each other. The slogan is created from a truncated phraseology, which excludes the pronoun “it”

The slogan for the film ”Dirty Movie", 2011: “There's always a room for a dirty joke“ was based on the phraseological phrase: "There's always a room at the top". The preposition “at” has been replaced with “for”, the article “the” with “a”, and the noun “top”. the phrase “dirty joke".

"Let the good limes roll" is an advertisement for alcoholic beverages “The cruz tequila&Cointreau margarita". In this case, the phraseology "let the good times roll" is used, which means "to have as much fun as possible or to live as richly as possible." The slogan is based on a phraseological unit with a component replacement, so the manufacturer wants to emphasize that lime drinks will bring great pleasure to the consumer.

“When it rains it pours" is the slogan of the Morton Sault insurance campaign. “It never rains but it pours” is the original version of the phraseology. The phraseological turn is used in the slogan with the replacement of the component, due to which the meanings of the verb to pour "to pour; pour; hail (about dividends)" are played out. Thus, the slogan acquires a positive meaning, which cannot fail to attract customers.

The slogan of the English-language film “Amelia's 25 ^th”, 2013: “From rags to riches ... and back again“ uses the phraseology ”from rags to riches". By expanding the component composition, the filmmakers made a contrast and emphasis on the message inherent in the slogan.

“Don't lose your grip" is the slogan for the movie “The Ledge”, 2022. In this slogan, the phraseology “lose your grip” is used with the expansion of the component composition. This technique catches the attention of the audience. By adding “don't”, the slogan perfectly reflects the essence of the film, where the girl, in order to escape, must not lose her vigilance.

The slogan for the film “Bullet Train”, 2022: “The end of the line is just the beginning" uses the phraseology “end of the line” with the extension by adding the article “the". This technique highlights the bad events taking place in the film, and in the second part of the slogan, the creators draw the viewer's attention to the fact that this is just the beginning.

“It's not like things are black and white" is the slogan for the movie ”Crash", 2004. The film is about not always trusting people, including representatives of the law. This idea is perfectly reflected by the modified phraseology with the expansion of the component composition "black and white", which in this case contains the negative meaning "not everything is so simple".

The slogan for the movie “Men in Black 3”, 2012: “They are back... in time". "Go back in time" is a phraseological unit used in the slogan with the truncation of the “go” component. Since the film is sci-fi, the phraseology is used in the direct meaning of "go back in time."

"Find the clues or die" is the slogan for the movie “Escape Room”, 2019. In this case, the phraseology “do or die” is used with the replacement of the “do” component with “find the clues". By genre, this is a horror film, so a modified phraseology with the meaning "to do something at any cost" conveys the main content of the movie.

"Mind Over Mayhem“ is the slogan for the 2020 film Birds of Prey and the Fantastic Emancipation of One Harley Quinn. The phraseology with the replacement of the “mind over matter” component is taken as the basis of the slogan. The slogan contains the meaning of the film: chaos is happening around, it is necessary to get out of difficult situations, so you need to stick to the right thoughts.

Let's look at examples of Russian-language slogans using transformed phraseological units.

A modified phraseology is used in the slogan of the McDonald's company: "There is a comrade in taste and color." In the original, the phraseology sounds like "there is no friend for taste and color." Replacing the phraseology component helps manufacturers draw consumers' attention to the fact that everyone likes the food in these fast food restaurants.

"Everyone rides us ... and we are happy" is the advertising slogan of the Genser auto technical center. In this phraseology, "riding someone" uses the "wedging" technique. The transformed slogan highlights the main purpose of the advertised center: transportation of people.

"Not to yourself, all to people" is the advertising slogan of the Euroset cell phone company. By replacing the component of the original phraseology, the slogan acquires a positive meaning and shows that it is important for the employees of this company to benefit people.

"Get off the hook" is the slogan of the social advertising of the Ministry of Health of the Russian Federation against smoking. The original version of the phraseology "to get hooked" has a negative meaning, but by replacing the components, the slogan acquires a positive meaning and makes people who abuse smoking think.

"Take the fur on your soul" – advertisement of the fur house "Dionysus". This slogan uses the phraseology "to take a sin on the soul" with the replacement of the component "sin" with "fur". This helps to give the slogan a positive meaning and draw the attention of customers to the fur products in this salon.

The slogan of Alpengold chocolate: "Optimism is in your hands" uses the phraseology "everything is in your hands" with the replacement of the component. Thus, manufacturers want to emphasize the positive impact of using chocolate from this company. Alpengold chocolate will undoubtedly improve the mood of customers.

The phraseology "all in good time" is taken as the basis for the slogan "All in good name" of the domain registration service webnames.ru . This case shows the transformation of phraseological turnover – "substitution", by which the authors convey to consumers the essence of the company's work.

The slogan of the film "Decent people", 2015: "Breaking bad". The phraseological unit "go all out" is used in the slogan with the truncation technique. This transformation did not distort the meaning of the original phraseology. The slogan reflects the meaning of the film, in which the family, after the arrival of a relative, has a lot of problems, so they had to somehow get rid of the unwanted guest, which led to even more difficulties.

"From friendship to betrayal is just one step" is the slogan of the film "Walking on a tightrope", 2012, which is based on the phraseology "from love to hate is one step" with two types of transformations – replacement: "love" to "friendship", "hate" to "betrayal"; as well as expansion beyond the account of the adverb "total". The film is about five friends who have to make a choice in favor of friendship or rejection of it. The slogan conveys the main idea of the director.

The slogan of the Gallina Blanca company: "This is love from the first spoon!" is based on the phraseology "love at first sight" with the replacement of the "look" component with "spoon". It emphasizes the focus of the company's work with food, as well as the taste and quality of these products.

In the advertisement for Volvo cars: "To the free – Volvo!" the phraseology "to the free – will" is taken as the basis. Replacing the "will" component with the name of the car brand helps to achieve the effect of the need for this brand of cars for people who need freedom of action.

The pre-election advertising slogan of D. Seregin's party of pensioners: "On one foot with the people" emphasizes the peculiarity of the candidate's state of health, while the phraseology "being on the same wavelength" conveys the candidate's main intention: to understand people's problems and solve them.

"The first contribution." Love from the "first" deposit!" – the advertising text of the Ural Bank for Reconstruction and Development. This slogan contains the phraseological phrase "love at first sight" with the replacement of the "look" component with "contribution", meaning "on first impression". The bank's employees draw the attention of potential customers to the fact that they are comfortable to work with, and the bank is reliable.

"Try the world!" is the slogan of the Intourist travel store. In this case, the transformed phraseology "try your hand" is used, which means "try to engage in some kind of activity." Replacing the components of "sila" with "mir" shows the specifics of this store and encourages its customers to try different types of travel and explore the world.

"You can't get out of the water dry" is the slogan of the film "Old People don't belong here", 2007. The slogan is based on the transformed phraseology "get away with it" with the insertion of the "not" component. The phraseology in the slogan takes on a negative meaning and reflects the intent of the film: after certain actions, the hero will not be able to avoid disastrous consequences.

"It attracts attention at first glance" is the slogan of the Kia car brand. This slogan uses the phraseological unit "love at first sight", which has undergone two transformations: replacement and truncation. With the help of these transformations, phraseology acquires a direct meaning, which enhances the attractiveness of cars of this brand.

The slogan for the movie "Lulu and Briggs": "Who's on a leash" uses a modified phraseology "keep on a short leash", that is, to subordinate someone to their will. By replacing the components, the phraseology acquires a direct meaning, as well as the meaning of the film, where the main characters have to subjugate a moody dog who does not want to obey.

The slogan for the movie "Fast and Furious 8": "Their roads diverge" is based on the extended phraseology "the roads diverged". The main characters will have to part ways, the slogan and the meaning of the film are in the same thematic field – the connection with roads, trips, so phraseology also acquires a direct meaning.

"Unleash your demons" is the slogan of the film "Glass", based on the phraseology "unleash the heart". The phraseology means "to show your true feelings, desires," replacing the component allows you to understand the meaning of the film, in which people with negative desires bring them to life.

"Don't miss your love" is the slogan of the film "One Day", 2011. In this example, the transformed phraseology "to lose sight of" is used, which means "to forget about something, not to pay enough attention to something." By inserting new components into the phraseology, the author reveals an important idea: always think about your love and what is dear, so that you don't regret it later.

Let's present quantitative data on the identified transformed phraseological units in the table (Table 1).

Table 1. Types of transformations of phraseological units

The most common transformation of phraseology is substitution. The use of this technique is due to the desire to disclose the main property (content) of the advertised product. The type of extension transformation is more common in English–language advertising texts - 29%, while in Russian-language advertising texts there are more cases of wedging. These two transformations have common features: in both cases, the phraseological unit is supplemented with new elements, but the expansion practically does not change the semantics of the phraseological unit, while the insertion has a greater effect on the meaning of the phraseological unit. Cases of truncation occur with the same frequency in both languages.

Individual author's phraseological units are quite common in advertising texts. Creative "processing" of phraseological units allows you to create vivid verbal images and give them a new expressive coloring, enhancing their expressiveness.

Thus, transformed phraseological units help manufacturers attract even more customer attention, since the phraseological units themselves are recognizable and understandable, and with certain changes they emphasize the peculiarity of a particular product or service, the advertising text is better combined with the name of the product or company.