Kovtun N. Advertising radio-discourse: socio-communicative and lingual aspects

The scientific grounds of advertising radio-discourse have been presented in the thesis, its definition has been offered, its specificity and structure have been described. Based on the public opinion poll the attitude of audience to radio-commercial has been found out, peculiarities of its functioning have been revealed. The forms and genres of radio-announcement have been analyzed, the frequency of using advertising genres on Cherkasy radio-air has been identified, functional load of particular encoding linguistic means have been discovered, practical hints increasing the communicative efficiency of advertising radio- commercial have been suggested.