LANGUAGE STRATEGIES OF COMMERCIAL ADVERTISING TEXTS WITH ELEMENTS OF SOCIAL AGENDA

Abstract

The article is dedicated to current issues of text linguistics and examines the linguistic features and rhetorical strategies used in advertising texts of a hybrid nature representing examples of commercial advertising with elements of a social agenda. The study is based on advertising texts of English and international brands used in advertising campaigns of the last decade. The objective of the work is a linguistic analysis of specific methods and techniques used in hybrid advertisements and their comparison with similar methods and techniques in purely commercial and social advertising. The relevance of the study is determined by the significant media role of advertisements, which include value-oriented concepts, as well as insufficient study of the linguistic means used in advertising texts of this type. The authors come to the conclusion that the linguistic strategies of hybrid advertising texts are of a mixed nature, reflecting features inherent in both commercial and social advertising, and rely on the contrast as the main rhetorical device.