Peculiarities of advertising discourse.

Abstract

In contemporary linguistic research, distinguishing between the concepts of text and discourse is particularly important. O. Makiedonova points out that the structurally oriented tradition equates discourse with language “above the sentence level,” essentially identifying it with text, whereas the functionally oriented approach interprets discourse as “text + situation,” incorporating extralinguistic factors, including pragmatic, sociocultural, and psychological dimensions, into the linguistic structure [2, p. 18]. From this perspective, discourse represents the process of speech activity, while text constitutes its product. In advertising communication, the functional approach is particularly productive, as it makes it possible to consider the sender, the recipient, the communicative situation and the expected actions of the consumer.