CONCEPTUAL ADVERTIZING IN THE AVANT-GUARDE‟ RHYMED VERSES
The paper gave a description of ways to conceptualize advertising in the Avant-garde rhymed verses. The concept analysis enables a revealing of some key lingual cognitive units that make the general language-specific shape of the world and reveal specific features for various discourses. This study specified individual aspects of typologic similarity and interaction between the Avant-garde rhymed and advertising discourses. Owing to examination of representative means of conceptual advertising some general concepts had come to light, those linked to three stages of Avant-garde development: a concept of «crying» as the way to self-presentation and self-communication that was typical of the 1910s had been replaced by such semes as «call» and «campaigning for» in the 1920-ies and 1930-ies and keeps realizing on the contemporary stage in contrastive opposition semantics like «rumble» / «silence», «implication / «nonsense», etc.