EFFECTIVE ADVERTISING DISCOURSE: METHODS OF EVALUATING
The article deals with effective advertising discourse and presents the author’s method of evaluating effectiveness of advertising text. The core of the method is principles of perlocutionary linguistics where the effectiveness of the text is shown with reference to the information decoding by the addressee of the message. The method used for evaluating effectiveness is meta-analysis which was applied to the parameters of expert and consumer evaluation of verbal-visual advertising text quality.