Keyword: «advertising text»

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.

Based on the material of the Belarusian advertising of the 1990s. The role and place of expressive speech acts in the structure of a modular advertising text are considered.

The article examines the characteristics of information Internet advertising, it is indicated that Internet advertising is a complex system in which verbal text is dominant. Copyright should not only reflect the objective aspects of the product, but also demonstrate a creative approach, taking into account the national characteristics of the audience.

The article reveals the concept of speech strategies and advertising text tactics. Linguistic competence becomes an indispensable component in the preparation of advertising texts in all areas in market conditions. The flow of interpersonal communication is determined by the speech behavior of the communicants and their ability to control it. Of paramount importance are the form and content of communicative actions, as well as their strategic organization, which can contribute to or hinder success.

This scientific article examines the features of advertising text in social networks on the example of advertising legal services, the communicative objectives of which are to inform, promote legal services and expand the target audience. The material for the study was texts posted on the social network / messenger WhatsApp, Telegram in news groups. The study was conducted using methods of continuous sampling, descriptive, contextual analysis. As a result of the research, the linguistic features of texts are described in accordance with linguistic levels (lexical, word-formation, morphological, syntactic), used by the authors as methods of forming the reader's interest in a marketing message and keeping attention to it.