ADDRESSEE IN ADAPTED TEXTS OF MEDICAL DISCOURSE

Abstract

The research analyses medicine advertisement texts and instructions to the advertised medicines. Comparison of the adapted texts (texts for customers) and their source-texts (texts for doctors) revealed such addressee’s characteristic features as appellation to the lingual and cultural values, individual and psychological, professional and social characteristics of the addressee. The received data can be applied in creating medical adapted instructions and advertisements.

Keywords

• adapted text
• addressee
• medical discourse
• text adaptation
• advertisement