Abstract
The article provides an overview of medical terminology and ideas on the role of medical terminology in advertising texts. In addition, the role of medical terminology in Russian advertising texts was analyzed using examples.
Highlights
Within the framework of mass communication, a whole complex of certain texts functions with a special structure, a system of genres, and a linguistic appearance
The specificity of medical advertising discourse lies in the fact that in the sphere of human vital interests, this discourse has points of contact with the communicative interaction of a doctor and a patient, which, in our opinion, affects the formation of the considered type of advertising communication, while this factor does not influences the creation of advertisements affecting other areas of human life space
This side of the life of a person, in essence, is exploited by advertising of medicines, albeit in a veiled way. It is this incentive to create medical advertising that determines its specificity, its difference from advertising associated with any other subject area of human life
Summary
Within the framework of mass communication, a whole complex of certain texts functions with a special structure, a system of genres, and a linguistic appearance. We have to admit that not all aspects of the formation of advertising discourse and not all areas of advertising have been studied sufficiently and at a level that meets the scientific-theoretical, scientific-practical and applied needs of today's reality. This statement is true for the discourse of medical advertising. The problem of its consideration is of great interest, since it, to the greatest extent, than in other texts of mass communication, is connected with the issue of the specifics of medical newspaper and radio advertising
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