Bulyk Y. The advertasing text in parametrs axiological pragmalinguistics.

Object is a category of assessment as a basis for creation textual pragmatics in the written texts of commercials. The objective of this work is analysis of advertising texts (discourse) with the accordance to the symptoms of axiological pragmalinguistics on the level of vital concepts of consciousness of our contemporary which occur in commercial advertisements. Methods are used comparative, descriptive, some elements of the static method; methods of conceptual, component, discursive, contextual analysis; advertising texts of Russian speaking tabloids in Ukraine and Russia haven't been researched from the point of view of axiological pragmalinguistics and it is the novelty of this research; assessement component of advertising texts is expressed from the different points of view of genre and discursive characteristics, axiological information is learnt on the basis of its unit representation. The following results are reached: the nature of axiological tendency of advertising text and linguistic factors of its formation have been defined; the main characteristics of description of advertising text have been represented; principles of selection and peculiarities of functioning of language units have been defined; the system of interlevel explicit and implicit ways of expression of evaluation category has been characterized; the connection between category of assessment and category of expressivity, mentality and gender has been traced; representative stylistic means and devices of expression of assessment category have been analyzed; the ways of providing assessment information through conceptual structure of advertising text have been determined. The sphere of studying is stylistics, text linguistics, pragmalinguistics.