Linguistic Methods in Advertising.

Abstract

The issue of linguistic methods in advertising is investigated in this research. Advertising discourse is presented as a complex, multicomponent, suggestive and manipulative mechanism of influence on the potential consumer of advertised products / services, the central element of which is the text, saturated with a spectrum of linguistic methods, accumulated in the slogan and the centripetal elements (which bring, prepare, argue the opinion that is expressed in the slogan) of the text of the advertisement. The rapid development of modern marketing strategies, in particular, the active pursuit of new forms of advertising (eg, Internet advertising), stimulates the evolution of the advertising genre. Thousands of years have passed since the time of the appearance of the first pro-advertising ad, but the only thing that remained unchanged during this time and without which advertising is impossible, is the text, that is, the use of the linguistic component. But linguistic methods in the text of the advertisement have also undergone serious changes, have developed some "formula of success", through whichit is the most likely to achieve the stated communicative-pragmatic and commercial purpose. The article differentiates the social, psychological, cultural, etc. preconditions for the use of suggestive and manipulative use of language as an incentive in advertising; the question of the pragmatics of the functioning of national languages ​​and languages ​​of international communication in advertising is singled out; the typical linguistic methods in advertising, as well as the role of the slogan in the central role of the advertising message structure are briefly described. Advertising text as a subject of scientific attention claims to be unchangeable in the circle of linguistic research, since with the development of civilization, economy, socio-cultural norms, the language of the advertising discourse also changes, adapts to the requirements of a specific time, and in some ways, on the contrary, sets the pace of development.