The use of hippie jargon as a way of representing subculture in advertising discourse
The article deals with the sociolinguistic problems of advertising discourse. The authors analyze various approaches to the relationship between the concepts of «culture» and «subculture» in sociology and anthropology. This is intended to trace the genesis of such a subculture phenomenon as the linguistic features of the «hippie» youth trend, which is reflected in the formation of modern youth jargon, which is used by advertisers for the effectiveness of advertising discourse. The research material was the dictionary of F.I. Rozhansky«Hippie Slang (materials for the dictionary)». The article presents two lexical and semantic groups from those identified by the authors according to this source. These are the group of nouns «anthroponyms» and the group of nouns«kinship terms». Examples of the use of these linguistic phenomena in modern advertising are given. The authors come to the conclusion that transformations in the modern literary language occur under the influence of many reasons, including the inclusion of words that previously went beyond the limits of the literary language in the vocabulary. And this process in many cases is facilitated by advertising as one of the most important means of communication for modern society. That is why it is so important to study the advertising discourse in order to study the broader problem of changes in the modern Russian literary language.