КОМУНІКАТИВНА МЕТА ТА ФУНКЦІЇ СУЧАСНОЇ СОЦІАЛЬНОЇ РЕКЛАМИ

Abstract

The article is devoted to the study of social advertising as a special type of French advertising discourse, namely, to the definition of the communicative purpose and functions inherent to advertising discourse. Special attention was paid to the development of the classification of communicative goals of the advertising message and the definition of its functions in social advertising. Having studied the message of modern social advertising, we classified its communicative purpose as follows: 1) attracting attention or changing the attitude of the public to a certain problem; 2) call to change the behavioural model of society; 3) promotion of a certain way of life; 4) encouragement to specific actions; 5) forming of public opinion / social consciousness; 6) humanisation of society and its involvement in social processes. It is worth noting that depending on the type of communicative purpose of the advertising message, French social advertising performs the following functions: informative, promotional, explanatory (interpretive), preventive, economic (incentive to pay taxes), educational (educational), persuasive. Usually, one advertising message performs several functions at the same time, since the informative function in social advertising is often combined with a promotional or preventive function, the educational function with an interpretive function, and the persuasive function can be combined with any of the listed functions. The analysis of French social advertising messages showed that the communicative purpose of an advertising message and its functions are closely related, in other words, the functions of a social advertising message depend on its communicative purpose. To be as effective as possible in the process of social communication, advertising slogans must precisely combine language form, pragmatic instructions and communicative functions.