COMMUNICATIVE FAILURES IN ADVERTISING DISCOURSE AS A FACTOR IN REDUCING THE EFFECTIVENESS OF SPEECH INTERACTION

Abstract

The article discusses a problem of communicative failures in texts of modern advertising. The main content of the study is an analysis of advertising appeals placed in the Siberian region. The article examines the specifics of modern advertising discourse, characterizes features of the speech behavior of the addressee and addressee in the field of advertising, analyzes unethical advertising appeals, identifies causes and types of speech disorders in the texts of Russian advertising. As a result of the study, it is found that the low effectiveness of advertising communication is due to the violation of linguistic, communicative and ethical norms by the addressees, which forms a negative attitude towards advertising communication on the part of the addressees.