Morphological means of expression-pragmatic text direction press advertising

Abstract

This article discusses the morphological means of expressing communicative and pragmatic orientation of the Kazakh press advertising texts.
Analyzed examples of implementation in the advertising text of emotional and perlocutionary potential of different parts of speech. The information contained in the semantic structure of nouns, adjectives, pronouns, impersonal-predicative words positive emotions in an appropriate context advertising allows them to participate in the general communicative advertising strategy.
According to the author, have a significant exposure to abstract nouns, which contributes to their wide use in the medical advertising discourse.
The pragmatic effects of different grammatical word classes based on their «ability to» evoke positive emotions and feelings of the recipient.
Thus, it is proved that in the creation of the desired advertiser emotional background and appropriate communicative and pragmatic orientation of the advertising text is involved system of morphological means of language.