LINGUISTIC FEATURES OF REGIONAL INTERNET ADVERTISING

Abstract

The work considers the specifics of advertising promotion within the framework of regional digital media platforms. The verbal side of advertising was chosen as the object of study – its text content. Based on the content of advertising messages posted on the portals of Tambov and the Tambov region in the first half of 2026, the authors come to the conclusion about the demanded linguistic methods and compositional features of local Internet advertising texts. The focus is on the most frequent strategies for informing the online audience about current commercial offers. The basic characteristics of the advertising text have been determined, which contribute to its most productive perception by the audience. The study of lexical semantics, syntactic structure and stylistic means makes it possible to identify the features of display advertising as an independent phenomenon. At the end of the work, final conclusions are formulated and a forecast is made regarding the upcoming vector of development of this topic.