Malyshenko A. Gender characteristics of English printed media advertising discourse.

Subject of research work: local strategies of rational and emotional argumentation and suggestion. Aim: to define interaction of gender rational and emotional motivation and suggestion for regulatory impact on addressee, to find and describe the units of rational and emotional argumentation and suggestion. Methods: discourse analysis, component definitive analysis, semasiological stylistic analysis of tropes, morphological, graphic, phonetic, word-building and syntactic analyses, quantitative analysis. Theoretical and practical importance of the data obtained can be applied in theoretical and practical courses of discourse science, lexicology, stylistics, gender linguistics and also in creation of advertising texts. Novelty: firstly regulatory advertising impact is described on the basis of motivation global strategy which is realized by three local strategies of rational and emotional argumentation and suggestion via verbal/nonverbal units - argumenthemes, emothemes and suggethemes.