Mykhaylovych O. Usage of terms in advertising text in the aspect of communicative effectiveness.

On the basis of modern empiric material a interdisciplinary research of the opportunities for application of connotations of terms to improve the effectiveness of advertising text was done. The features of semantic transformation of special words in advertising text were investigated. The factors of forming connotation of special vocabulary in advertising communication were analyzed. Points of localization were shown and typology of connotations of terminological vocabulary in advertising texts were proposed. The opportunities of achieving specific communication purposes of advertisement through the connotative aspect of the term were studied.