Forensic expert linguistic studies of advertising: theory and methodology

Abstract

The article features the results of working out the subtheory of advertising’s forensic examination, problems of formation it as a new type of forensic examination under the peculiarities of its objects (advertising), the scope of work and the nature of special knowledge in use. Economic development predetermines the advertising market’s development. But quantity does not mean quality. There is a large amount of inappropriate advertising. As a consequence, there is a need to use special knowledge. The analysis of the range of contemporary studies on forensic linguistic expertise of the advertising text showed the erosion of the established termbase. Even the concept of “expert’s competence” has collapsed. It is obvious that the development of a unified scientific methodological base for the production of linguistic expertise of the advertising text can only help to increase their probative value. The process of formation and development of a new kind of forensic examination is very intensive. Based on the research findings the author determines common tasks of examination, indicates the current and future situation of the development of this new type of linguistic expertise and applying it to the forensic practice. The author tells in detail about the methodological approaches to the study of incorrect comparisons in the advertisement.