Areshenkova O. Communicative pragmatic and stylistic parameters of advertising text.

The object of the research is advertising texts as a specific form of information message. The objectives of the thesis are the following: 1) identifying the pragmatic communicative and stylistic features of advertising texts; 2) clarifying the role of addressing, accentuation and evaluation in pragmatic implementation of advertisement guidelines. While researching the next methods are used such as descriptive and functional methods, discourse analysis, linguistic and cultural analysis, dictionary terms analysis, quantitative and statistical methods. This dissertation makes an attempt to define and describe a set of basic communicative and pragmatic properties in modern advertising texts. The research represents main communicative and speech characteristics of advertising texts. It distinguishes advertising texts as a separate substyle in terms of information style within the traditional functional styles system. This dissertation is also focused on determining the means of appellative language function implemented in advertising texts. The thesis not only explores expressive means of direct addressing in advertising texts, but also differentiates the types and functions of accentuation language units. The author analyzes the role of evaluation in producing the impact of communicative effect on the recipient. Also it reveals the efficiency of using impact-oriented language means in advertising texts. The results of this research can be applied in the educational process.