ADVERTISING DISCOURSE: THE KEY PROBLEMS
The purpose of this article is to identify the main aspects of advertising discourse that help to understand its essence adequately. The printed advertising texts of non-prescriptive drugs published in modern German magazines were used as the empirical material. It should be noted that the advertising discourse can influence the development of language and culture. This type of discourse is an integral part of modern life, it can be viewed as part of a culture that represents a bright, colorful, image-filled reality and propagandizes an ideal lifestyle. The main purpose of advertising is to form the need and motivation to purchase the advertised product. The information about the product is embodied in expressive shells in order to attract more attention and stick in people’s minds. The process of creating needs is based on constructing an ideal image in the consciousness of recipients, forming a role model, the achievement of which is possible on condition of consumption of advertised products. Health is one of the basic needs of the consumer, and that is why this topic is successfully exploited in advertising medicines and non-prescriptive drugs. Information is coded with the use of verbal and non-verbal means. As a result, the addressee identifies himself with advertising images. Thus, advertising is one of the most common means of stimulating demand for various types of products and services. The advertising text is directed at the addressee in order to exert a manipulative influence persuading a potential buyer to purchase the advertised product. The minimal required element of this type of text is a keyword, or abbreviation, or symbol. With the help of these elements, the main content of the advertising message is revealed. When creating text, advertising uses the entire arsenal of language and non-language tools in order to find the most effective form of influence on the addressee. It is necessary to analyze the advertising discourse not only from the position of anthropocentrism, but also from the functions performed by it. One of the important aspects of studying the advertising discourse is the study of functioning within this discourse of various non-linguistic tools (as well as different language means) aimed not only at creating an advertising image, but also on influencing the addressee.