rhyme

The article is devoted to the analysis of the structural features of the poetic text of one of the most specific literary trends - melodrama. The aesthetics of the melodrama industry changes the ideas about the form and content of the poetic work.

In this article are described some artistically-linguistic strategies of entitling (in poetry) and naming (in advertising) marking a tendency to the activization of aesthetic function in the advertising text and contributing to the presentation of goods as the topical advertising aim.