ADVERTISING DISCOURSE AS A LINGUOCULTUROLOGICAL PHENOMENON

Abstract

Advertising acts as a representative of the stereotypes and values prevailing in society. Its function cannot be reduced only to product promotion and sales growth, it turned out to be capable of forming a worldview and lifestyle. Advertising discourse is increasingly viewed as a linguistic and cultural phenomenon that represents the system and scale of values of both society as a whole and its individual individuals. Advertising is associated with linguistic culture because its impact is carried out primarily through communication, language means. By studying the multilingual advertising discourse, it is possible to determine the difference and specifics of modern preferences of different linguistic and cultural communities. Typical methods of advertising communication are language games of distortion, violation of spelling norms, transformation of idioms, use of expressive syntax formulas, etc. The basic characteristic of any advertising discourse is its focus on achieving financial profit.