Functions of advertising text as a unit of advertising communication

Abstract

The study is characterized by an anthropocentric orientation due to the increased interest in the communicative factor in the study of the advertising language. In this context, much attention is paid to the study of the generation and perception of an advertising text/statement. The idea of the anthropocentricity of the language, widely used in the works of W. von Humboldt, E. Benvenist, T. Kun, M.M. Bakhtin, V.V. Vinogradov, A.A. Potebnya and other scientists, is the key to the methodology of the undertaken study. Inseparably with this aspect, speech impact is also studied, which is due to the increased interest of modern society in the process of communication and in the problem of its optimization. The article proves that the use of a combination of various linguistic techniques in advertising texts leads to the achievement of the communicative and pragmatic goals of advertising. As a result, the phenomenon of the advertising text is indicated, which determines the specifics as a unit of advertising communication. It is shown how knowledge of the typological characteristics of an advertising work and the requirements for its content and form increases the efficiency of creating advertising texts. The conducted philological analysis revealed the functional features of advertising texts, their intended purpose and communicative and pragmatic potential for practical application.

Key words: advertising language, advertising text, advertising communication, verbalized components of the advertising language, communicative and pragmatic features of the advertising text.