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PECULIARITIES OF ANALYZING ADVERTISING DISCOURSE
Abstract
It is generally accepted that advertising is one of the fundamental issues, which plays an important role in a rapidly globalizing world. Numerous investigations have highlighted that advertising effects processual quality of language and means of communication. The evolution of media language and its peculiarity are determined by its important influence on the national language diversity affecting mainly material, spiritual, economic, political and social development of the society. The research of the advertising discourse is a pragmatically oriented trend. The urgency of the current research is established by the importance of innovative means of communication for modern society. The major focus in the advertising message is how to ensure emotional and informational impact on the recipient. This message has its unique code (textual, visual, symbolic etc.) and is perceived through particular media. The article is focused on the analysis of the recent research contribution and development with regard to the theories and methods of analyzing the advertising discourse, the analytical review of means and terms of the advertising language and its discursive peculiarities. The scope of the advertising discourse includes a broad range of crucial issues: aspects of its functionality, the communicator-recipient interaction in the social context and actualization of communicative strategy and conversational implicatures in order to ensure the perlocutionary act. The authors show the basic “text-discourse” paradigm, the types of advertising strategies of the current concern, analyze the communicative, semiotic and social terms of the advertising text and undertake the investigation of the advertising discourse in computer and political advertising, describe its presumable perspective and dynamics.
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