Topachevskyj S. Syntactic Means of English Advertising Discourse Etiquettization

The goal of research is to identify the properties of syntactical organisation of English advertising discourse, caused by its etiquettization. The latter is treated as a discourse category which characterises the realisation of the stimulating intention of the addressor from the point of view of its role in enhancing the effectiveness of communication and taking the factor of the addressee into account. The object of the research is syntactical structures, which facilitate etiquettization of English advertising discourse. The subject of the research is structural, semantic, functional and pragmatic characteristics of these syntactic structures. Research procedure presupposes using methods of context study and text interpretation, transformation method, discourse analysis and quantitative analysis. The novelty of the research lies in identification and systematization of etiquette syntactic structures of English advertising discourse and determining their role in realizing the tactics of etiquettization. Theoretical value of the research lies in developing the notion of etiquettization as a discourse category, which is the contrubution to solving of the problem of securing communication effectiveness. Main theoretical results of the research can be used in teaching courses of theoretical grammar of English, discourse studies, linguistic pragmatics and in scientific research of students and postgraduate students, as well as in PR technologies, which constitutes the practical value of the research.