Krutko T. English in Virtual Space Advertising

Object of research - hypertexts of English banner advertising as a version of an advertising discourse. The purpose of research - complex and multidimensional linguosemiotic analysis of copies of English banner advertising. Scientific novelty and results: banner advertisements are described as the most popular way of advertising on the net. Hypertextual link connecting banner to a web-page with detailed information of an advertised product or service, is the immediate cause of banner interactivity. The thesis investigates verbal, visual and paragraphemic means popular in banner ads. Banner ads copies are the examples of short genre, inasmuch as they are short, laconic, pithy. It is determined that repetition, contrast, parceling, compression are the most effective rhetorical means used in banner ads. Key verbal elements are represented by lexemes of positive evaluative meaning, deixis, numerals. The most popular pragmatic types of sentences are directives and interrogatives. Practical value of researchconsists in the possibility of using its results in theoretical courses on lexicology of the English language, the theory of discourse, the theory of communication, semiotics, pragmatics, Internet-discourse.