Chulanova H. Linguo-pragmatic Features of Texts-regulators in English Advertising Discourse

The thesis focuses on the texts-regulators which are presented on the book covers and in the Internet. Structural-semantic and communicative-pragmatic features of texts-regulators are being analyzed on the empiric material of the English advertising literary texts. Advertising texts-regulators are being identified in the paradigm of small communicative units, which actualize both informative and regulating functions. Metasign text-regulator implies both the selected object of advertising and the manner of its verbalization. Verbalization of texts-regulators is being prepared by a reader-responser as an expert in literary works and as their advertiser. The choice of the term responser is motivated by its etymological sources: Engl. response, respond, thus semantizing the major function of an advertiser to make a reader perform perlocutive action of buying a book. Text-regulator is considered in the terms of environment - regime - verbalization. The surface and inner structures of texts-regulators are analyzed both in their structural, compositional and communicative-pragmatic aspects. Valid and relevant is integrity of verbal and non-verbal factors in the process of reader-responser's exteriorization.