Iaremchuk O. Logical analysis of advertising discourse

The dissertation is dedicated to the analysis of the advertising discourse by logical tools and methods. In the dissertation the approach to the logical analysis of the advertising discourse is being developing. Two directions of logical analysis of the advertising discourse are possible: 1) as a constant construction on the name/notion, proposition/statement, reasoning levels; 2) as an argumentative process. Based on the logical analysis of the advertising discourse at its three levels (name/notion, proposition/statement, reasoning) the main characters of advertising are being identified. As a result the importance of such kind of research for both fields (advertising and logic) is being stated. The author reasons that logical analysis can help to understand an advertising influence on customers and in its turn can help to develop principles and criteria for regulation of advertising sphere. Besides such analysis can be a base for future researches in sphere of logical knowledge uses in practice.