THE WAYS OF EXPRESSING SUBJECTIVE MODALITY IN ADVERTISING TEXTS OF GLOSSY MAGAZINES

Abstract

The article is devoted to the analysis of the ways of subjective modality explication in glossy magazines’ advertising texts. We focus our attention on realization of modality on the different levels of the Russian language: lexical, derivational, morphological and syntactic. In spite of the limited scope of advertising text and its specific purpose, this research demonstrates the multidimensionality and a wide range of the ways of expressing modality in this type of media text. We observe two modal dominants - phatic (establishing the contact) and emotional-evaluative modalities.