THEORETICAL BASIS OF THE STUDY OF ADVERTISING TEXTS IN WORLD LINGUISTICS
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Abstract
This article analyzes the theoretical foundations of the study of advertising texts in world linguistics. Advertising texts as a communicative process, their linguistic features, stylistic means and how they are formed in the cultural context are considered. Also, linguistic approaches and methodological principles that serve to increase the effectiveness of advertising texts are critically analyzed. The article shows the possibilities of a comprehensive study of advertising texts using various areas of linguistics, including pragmatics, semiotics and discourse analysis.
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