Shcherbak O. Influential dynamics of linguosemiotic codes in advertising discourse

The thesis reveals the dynamics of linguosemiotic codes functioning in the discourse of Ukrainian commercial television advertising with its main focus on the influential nature. This objective fully meets the needs of modern academic matrix with its semiotic and suggestive issues being little-studied. The author presents the evolution of the concept "advertising discourse" thus expanding its semantic boundaries from the advertising text of a verbal nature and the advertising text of a verbal nature with extralinguistic certification to the semiotic advertising space. The features and functions of advertising discourse with an emphasis on its influential genesis are described.