Лингвокультурологические характеристики англоязычного рекламного дискурса

Linguacultural characteristics of English-language advertising discourse

The article sheds light upon the main linguacultural aspects of advertising discourse on the example of advertising messages of various categories. The material for research is advertising slogans and posters in the British and American versions of the English language. Recently, the importance of advertising communication has not ceased to grow. The wide distribution of advertising in the society is associated with the development of the mass media, as the advertising sector realizes its pragmatic goals, functioning in the mass media stream according to its laws: it provides information about the outside world, retranslates the values of the society, sets the guidelines for sociopolitical action in the forms and familiar examples of the traditional paradigm. Thus, advertising becomes an ideological tool for the reproduction of social means of individualization, consumer norms and habits. Considering the linguacultural aspects of the advertising discourse, the author identifies its main features, namely the determining parameter of implicitness / explicitness, the focus on the consumer and the use of special linguistic methods for expressing the content of the advertising message. Also the author compares some features in the British and American versions of the English language. As a result of the study, we can conclude that the advertising discourse of English language is determined not only by the purpose of the advertising message, but also by such extralinguistic factors as cultural features and mentality of the target audience.