Buhaiova O. Social advertising: vocabulary, grammar, stylistics

In the dissertation the evolution of the concept “advertising”, “social advertising” is comprehensively investigated. It is proposed own classification of social advertising by the illocutionary purpose of making the advertising broadcasting, the main distinguishing component of which is the environment, in which there is a person as an object of advertising influence. It is ascertained, that social advertising as a form of communication is primarily implemented in verbal form and its efficiency depends first and foremost from the optimal structuring of the advertising text taking into account all linguistic and extra linguistic factors. The pragma linguistic approach is applied to study ways and tools of influence on the recipient of advertising texts of social orientation. The frequency of use of certain lexemes in the texts of social advertising of different directions (based on horizontal and vertical sections) is investigated. It is discovered, that lexical-semantic core of texts of social advertising is made by lexemes, thematically marked, nominating units predominate over predicative ones. For the periphery of the lexical-semantic field of advertising texts is typical the use of situational words, abstract vocabulary, complicated by the structure words, lexemes-intensifiers.