COMMUNICATIVE AND PRAGMATIC PECULIARITIES OF ENGLISH ADVERTISING DISCOURSE

Abstract

The article highlights that advertising at the present stage of development has acquired the status of a socio-cultural institution with significant potential to influence both individuals and society as a whole. Its role has been studied not only as a means of promoting goods and services but also as an effective tool for shaping social values, behavioral patterns, communicative strategies, and linguistic practices within the modern information space. The purpose of the article was to investigate the communicative-pragmatic features of English-language advertising discourse. To achieve this, the methods of analysis, synthesis, induction, deduction, and comparison were applied. The scientific novelty of the study lies in the first-ever comprehensive analysis of the manifestations of communicative-pragmatic specificity in English-language advertising discourse, which allows a deeper understanding of the mechanisms of verbal influence and the ways of forming perceptions, behaviors, and intentions of recipients in the process of mass communication. The study has shown that advertising is considered a form of communicative activity that conveys socio-cultural information about products and services while reflecting social relations in society. It has been established that its main function is to influence the conscious and subconscious minds of potential consumers in order to stimulate the purchase of goods or services. It has been analyzed that advertising discourse represents an example of a mass communicative process in which the combination of verbal and paralinguistic elements forms an integrated advertising message. It has been demonstrated that verbal influence is implemented through both explicit and implicit forms of messages, reflecting pragmatic models of the speaker’s communicative behavior and ensuring the effective formation of interaction strategies in the global information environment.