LINGUISTIC AND EXTRALINGUISTIC PROPERTIES OF VIRAL ADVERTISING

Abstract

The article is a comprehensive study of the linguistic and extralinguistic characteristics of viral advertising. The work has an interdisciplinary character, being at the intersection of sociolinguistics, cognitive linguistics and communication theory. The article analyzes the conceptual foundations of viral advertising as one of the types of word-of-mouth communication, and considers the features of such communication due to the specifics of the environment, audience, and ways of spreading messages. The linguistic properties of viral advertising messages and their non-verbal component are considered. The article substantiates the need to use the tools of cognitive linguistics and sociolinguistics to study the requests and needs of the target audience and then create effective viral advertising. An example of a sociolinguistic study conducted by the author is given.