Main Characteristics of Creating Social Advertising Texts (Based on the Material of Russian and English Languages)

Abstract

Purpose the purpose of the study is to determine the linguistic and pragmatic means in the texts of social advertising and the degree of their impact on the target audience. The research material was English and Russian language advertising texts selected by a continuous sampling method from the Internet. The heterogeneity of the sample is due to the complex nature of the object and subject of research. Design/methodology/approach The relevance of this research is determined by the fact that despite a comprehensive study of advertising there are still open questions related to the impact potential in social advertising communication as well as the ways of manipulating consciousness that various advertisers use to attract the attention of recipients. It can be argued that the phenomenon of national and cultural specificity in social advertising in different countries manifests itself in different ways. Findings The theoretical significance of the results of this work is determined by its integrative nature, as well as the development of the general theory of advertising communication. The practical significance of this work is that the data obtained can be used in the development of a course of lectures on linguistics, stylistics, communication, speech influence, advertising, as well as teaching English and Russian languages at an advanced level. Originality/value The scientific novelty consists, first of all, in a comprehensive analysis of the phenomenon of social advertising in national and cultural terms, taking into account language tools that can have a pragmatic impact on recipients.