Angelina Manohova

The article deals with the dialectical and linguistic features of an advertising text, as well as its peculiarities on different linguistic levels: lexical, semantic, syntactic, and phraseological. It is proved that the linguistic status of an advertising text is ambiguous, as it is both a formal business letter and a publicistic text. Thus, an advertising text has its own unique features and brings in communication the whole complex of the linguistic peculiarities of the language.

This article reveals various issues of radio advertising development and practical use. The authors examine its specific features, advantages and disadvantages, as well as analyze the factors affecting the effectiveness of radio advertising, in order to promote goods and services. Examples present enterprises from different areas of Orenburg city, which have been using radio advertising effectively for many years.