LINGUISTIC AND STYLISTIC FEATURES OF THE ADVERTISING TEXT (BASED ON THE MATERIAL OF ENGLISH MEDIA)

Abstract

Advertising text is one of the most popular texts among researchers, due to the wide range of features of advertising text, a high level of expressiveness and manipulative influence. Nowadays, there are new advertising messages that represent the realities and require detailed study. Numerous studies in the field of advertising are interdisciplinary. Considerable attention is paid to the problems and aspects of creating advertising texts. The purpose of the article is to analyze the linguistic and stylistic features of advertising texts (based on the material of media discourse). The purpose of the article determines the following tasks: to determine the essence of the concept of advertising and advertising text, to define the concept of media discourse, to characterize the features of advertising, to study the linguistic and stylistic features of advertising texts (based on the material of media discourse). The term “advertising” comes from the Latin word “adverter”, which means “to attract” attention. From the point of view of linguistics, advertising is a form of communication. As a form of communication, it is implemented using language. Modern media discourse includes the language of websites, information blogs, magazines, newspapers, radio and television programs, public speaking and film journalism. Media discourse contains a wide range of advertising images and text, however, a significant number of such images and texts are social advertising since the purpose of media discourse is to form social thoughts, and moods, and motivate society to take certain actions. In our research, we considered the examples of social advertising used in the texts of media discourse. The linguistic features of the advertising text include the use of a wide range of means of expressiveness and influence on the audience, such as verbs in the form of an imperative mode, metaphors, comparison, opposition, repetition, gradation, epithets, etc.