Advertising war: the specifics of discourse

Abstract

The article considers the advertising war as a unique phenomenon in the mass communication provides a definition of an advertising war, specifics of the advertising text. Due attention is paid to verbal-visual mechanism of creation of the discourse of advertising wars, linguistic methods of delivering content, description, genre and stylistic peculiarities of advertising product.

Keywords

• рекламная война
• рекламный замысел
• рекламный дискурс
• рекламное послание
• рекламный вызов
• рекламное высказывание
• визуализация контента
• подтекст