Interactivity as a Form of Monoaddressation in the Advertising Discourse
The article explores targeting as a dominant text category of an advertising text, the specific role of which is determined by some particular characteristics of the advertising discourse and the pragmatic task of modifying the behavior of a concrete target audience. The author develops the analysis within the framework of the theory of dialogicity, which implies the presence of the addressee in any utterance. The research focuses on the two main strategies for manifesting targeting - direct and indirect nomination of the recipient. As a result, we define dialogization techniques, which are most significant for the advertising communication at the content and linguistic levels (axiological, expressive-stylistic, conceptual, non-verbal, thematic, etc.).