Volkova O. Ukrainian advertising text and promotional brand: apperception of linguistic sign

The object is the Ukrainian advertising text as communicative unit in its linguo-stylistic structure and pragmatic direction; the aim is to define the character of semantic, associative and pragmatic potential of brand as linguistic sign that is functioning in the Ukrainian advertising text subject to brand's apperceptive ability to affect on recipient's goods choice activities; methods that are used: descriptive- empirical (to ascertain formal, semantic and functional features of advertising discourse); structured modelling (to ascertain interaction of verbal and nonverbal components of advertising composition); contextual-distributional (to ascertain interconnection between formal and notional aspects of advertising text); lexical, structural-semantic (component) and stylistic analysis (to ascertain lexico-semantic features of Ukrainian advertising text); conceptual analysis (to ascertain key concepts of Ukrainian advertising discourse); descriptive (textual representation of findings), survey and polling; the novelty lies in offering a new aspect in study of advertising discourse, particularly in elicitation of apperceptive potential for brand as linguistic sign that is functioning in the national advertising text with well-defined pragmatic direction; main theoretical point and scientific research means are stated and together with defined trend, generalization and inferences lead to dilatation and augmentation of scientific investigation of advertising interaction as psychologically motivated social and linguo-communicative phenomena in the context of particular national-cultural paradigm; the following aspects of research are studied and described: advertising sign in mental-conceptual area of Ukrainian communicative consciousness, verbal representation of Ukrainian cultural space in advertising text, verbal and nonverbal components of composite advertising discourse formation and their interaction in argumentation aspect, usage of foreign trade marks (brands) in Ukrainian advertising discourse; results - factual material, main statements and inferences can be used in general-theoretical and practical linguistic courses on lexicology, stylistics, sociolinguistics, ethnolinguistics, and specialized courses "Linguistic aspect of modern Ukrainian advertising", "Ukrainian advertising as phenomenon of sociocultural communication", as well as in courses on sociology, psychology and advertising; field - linguistics