Paralinguistic features and stylistic techniques of advertising communication

Abstract

The purpose of this study is to study the theoretical provisions of pragmalinguistics regarding advertising texts, to describe their paralinguistic features and stylistic techniques in advertising communication. The objectives of the study are: to analyze domestic and foreign theoretical and practical scientific research in the field of pragmalinguistics of advertising discourse and advertising texts; to identify and describe the main theoretical positions of approaches and technologies in advertising communication; present and study classifications of types of English- language advertising slogans based on structural, stylistic, semantic and functional characteristics. The research methodology is based on methods of theoretical and empirical levels were used to solve research tasks to achieve the goal. As a result of the conducted research, the two main strategies that advertising uses to convince the target audience to buy certain goods or services: psychodynamic and socio-cultural. In the socio-cultural strategy, it is obvious that the culture within which an individual makes decisions about actions is of great importance for the formation of his behavior, since the advertising slogan interacts with cultural requirements. Advertising slogans are designed to reflect the culture and appeal to the feelings of people in a given society.