Abstract
Currently, media linguistics is actively studying the functioning of the language in the field of mass communications, including advertising. The article examines the advertising phenomenon in the linguistic aspect through its interpretation in such traditional areas of knowledge as rhetoric, stylistics, speech culture, communication theory, text linguistics. The emphasis is made on the specifics of determining the status of advertising in the framework of the named sciences, basic concepts, categories, properties and problems of advertising, which is significant for each field of knowledge.
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