Linguistic advertology today: trends of development and methodological issues

Abstract

The contribution highlights the state of the art in linguistic advertology which is viewed as a reflection of dominating trends in modern linguistics. The article discusses the factors which influence the development of linguistic advertology and demonstrates indissoluble connection between modern tendencies in the Humanities and social life. The paper examines various approaches to the study of advertising as well as methods of its investigation, and suggests classification of advertological studies. The study of advertising in general and of its linguistic features in particular presuposses understanding of the roles it plays in integrated marketing communications, as well as of the place it occupies in the media environment. The research has revealed the importance of functional and integrated approaches to the analysis of communicative processes in advertising sphere. The investigation also resulted in outlining general vectors in the analysis of advertising communication and advertising discourse. The main trends in linguistic analysis of advertising are in the focus of attention. The article underlines academic capability of linguo-cognitive and linguo-stylistic studies of advertising. Analysis has demonstrated that in order to create an efficient advertising message it is essential to take into consideration various factors which influence the use of language units in advertising environment, it is also important to understand the picture of the world of the target audience. The paper suggests the definition of advertising discourse, describes the types of advertising communication, outlines the subject, the object and the aims of linguistic advertology, classifies its objectives, and describes ways of their achievement.