ARGUMENTATIVE MODEL OF ADVERTISING TEXT: LINGUISTIC ASPECT

Abstract

The article discusses the possibility of developing a linguistic argumentative model of an advertising text. On the basis of the advertising messages of the cellular communication company Tele2, the parameters that form the argumentative model are established and analyzed: focus on the target audience, rhetorical argumentation based on the values – of the addressee, polycode (creolization) of the advertising text, expressive and expressive language means. The importance of considering the linguistic means used in advertising texts as part of rhetorical structures is substantiated. Based on the identified linguistic parameters of the advertising text (focus on the target audience, rhetorical argumentation, polycode (creolization) of the advertising text, expressive and expressive language means), its linguistic argumentative model is formed.