Slovo v socialʹnoj reklame: kognitivno-pragmatičeskij aspekt

Abstract

The article is devoted to the question of changing the content of modern television advertising. The author examines the linguistic and content features of advertising texts in terms of their key meanings. The conclusion about the emergence of a specific form of advertising, both social and commercial, substantiates the priority of the social component in advertising copy compared to the commercial component, which is of secondary character. It is argued that contemporary television advertising provides a new educational function, while the author defines the basic cognitive and pragmatic mechanisms for the implementation of this function.

Keywords

• advertising
• social advertising
• strategies and tactics of advertising
• the educational focus of the advertising
• the socio-commercial type of advertising