Horodetska I. The English advertisement text of cosmetics: structure, semantics, pragmatics

The theoretical and methodological principles of the study of advertising and advertising manipulation are outlined. Special attention is paid to the singling out and systematization of the structural components of the advertisement text of cosmetics, their classification and analysis of morphological, lexical-semantic, syntactic and stylistic peculiarities of these components while also taking into account the nonverbal component. The main communicative strategies and the communicative tactics for their realization are presented; the comparative analysis of the structural elements of the advertisement text of cosmetics on different language levels is carried out.