SPECIFICS OF BUILDING THE LANGUAGE SPACE OF ENGLISH-LANGUAGE ADVERTISING

Abstract

The article analyzes features of the linguistic space of English-language advertising as well as identifies advertising strategies that strengthen the communicative impact and affect the organization of advertising discourse. The article defines how lexical-semantic and axiological factors affect the effectiveness of the advertising message and ensure interaction with consumers at the level of value guidelines. The study examines the main trends in the use of basic language manipulation tools in advertising discourse. Advertising texts selected for analysis demonstrate some convergence in the formation of methods of manipulation associated with the communicative settings of the producers of advertising messages. A certain pattern can be found when studying the evaluation lexical layer which helps to outline a positive image of the product or when using a number of stylistic figures to activate a personalized strategy. An attempt is made to identify the specifics of the verbal code of advertising discourse, depending on the communicative purpose of the addressee and the main motive of the audience.