HASHTAG AS A WAY TO INCREASE THE EFFICIENCY OF REGIONAL VIDEO ADVERTISING

Abstract

The paper deals with the study of such linguistic phenomenon as hashtag and its distribution on the Internet. It substantiates the importance of using hashtag in messages from network users, defines its main properties as a tool for grouping information. It studies regional advertising videos that represent goods and services of the Tambov region and the use of messages in the form of hashtags that mark the subject of these videos. The authors compile a list of general topics relevant to the description of all reviewed commercials. Particular attention is paid to such a function of hashtags as defining a model of a situation for compressing text; groups of hashtags that perform this function are distinguished. The paper describes lexical units used to label advertised goods and services, which have an evaluative component. In conclusion, the main qualities of hashtags, the use of which is aimed at effective perception by readers, are highlighted.