Abstract

The article dwells upon the main distinctive features of social advertising discourse. We aim at proving the existence of social advertising discourse as a separate type within the advertising discourse and analyse its features, functions and aims. The main distinctive features of a social advertisement are its addresser and addressee, channels, motives, tones and presuppositions of the addressee. Another feature of social advertising discourse is its unique speech strategies. We analyze examples of social advertising texts in three languages, English, French and Russian, and create a classification of speech strategies.The study has shown that speech strategies used in social advertising discourse differ from the ones used in commercial advertising discourse and cannot be applied within it.In conclusion, we summarise the main similarities of social advertising discourse with commercial advertising discourse and stress its main distinctive features, which make social advertising discourse a separate and independent type existing within the discourse of advertising.

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