CATAPHORIC COHESION IN ADVERTISING DISCOURSE AS A MECHANISM OF LINGUOCOGNITIVE MODELING OF SECONDARY REALITY (On the Material of Creolized Texts)
The article is devoted to the study of the role of cataphoric cohesion in advertising discourse, which, under conditions of creolized text, contributes to the rethinking of the system of basic national and universal values and becomes an ambivalent linguistic resource. As a result of the conflicting interference of the meanings of different Semitic codes (verbal and visual), a new, modified concept appears. At the same time, cataphoric cohesion performs a number of functions: it is used as a technique in advertising discourse that attracts the attention of the consumer due to the formation of intrigue, as well as a compositional means of text cohesion, a text-generating mechanism and at the same time a mechanism of linguo-cognitive modeling of secondary reality, the formation of a new paradigm, which is based on rethinking the stereotypical (precedent) situation.