Okhrimenko V. Linguocognitive and Pragmatic Aspects of Argumentation in Spanish Advertising

The study presents a synergetic-syncretic model of prototypical advertising text which can be also applied to advertising texts in other languages. A pragmatic potential of argumentation is researched on the material of Spanish advertising. Pragmatics is considered in close connection with other semiotic components: semantics and syntactics, and the pragmatic aspect is viewed in syncretism with other aspects: rhetorical, social, axiological, psychological, cognitive. A construction of advertising text by means of sygmatic, semantic and pragmatic coordinates is proposed which add up to a syntactic coordinate. Extrapolation of the above-mentioned coordinates on components of persuasive modality and stages of global causation is made. A role of argumentative methods and referenses in synergetic-syncretic model is analysed. A conceptual space of Spanish advertising texts with a combination of argumentative methods and referenses is considered.