Abstract
The article considers the genre-structural peculiarity of the messages posted in Instagram. The semantic structure of various posts is analyzed. Based on linguistic and stylistic methods of text analysis, several features of the advertising semantic structure on this site have been identified. The variability of the depth of the text logic scheme, the dyad character, the duplication of components, the polycode expression of elements of the text semantic structure, and other features of network advertising messages are designed to facilitate the involvement of the recipient in advertising communication. The specific structural elements of the post, which are characteristic of Internet communication, allow us to draw conclusions about the nature of the discourse semantic structure.
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