Advertising language: structural features of advertising texts

Abstract

The relevance of this work is as follows – the studies conducted in this field reflect the fact that the language of advertising is quite rich, especially structural components. The unity of verbal, graphic, audiovisual aspects is an integrity that can somehow be represented in the form of a text message. The object of the study is the language of advertising, the subject of the study is what is its influence on the structural features of advertising texts. Formulating the objectives of the study, it is fair to ask such questions: what is advertising in principle? What is the language in which it “speaks”? And what are its forms and structural features? Is the difference in advertising texts significant by type of communication, etc. The objectives of the study are to visually reflect the role of the presence of advertising in modern times, to understand the basic terminology, to highlight what goals the advertising text pursues, to establish what are the structural features of various advertising texts. The research methods in this scientific work are theoretical and scientific-literary analysis, bibliographic analysis of conference collections and materials posted on the Internet. The analyzed information of scientific literature made it possible to draw a theoretical conclusion – the structural features of such PR-texts as a press release, an advertising interview, a background, and the practical conclusion of this research work are revealed – an applied opportunity to use the generalized material of this work.