Kochergan A.M. The Linguistic Analysis of Pragmatic Strategies of Advertising Discourse (Advertisements in English and American Magazines)
The article focuses on the linguistic analysis of advertising discourse with the help of communicative strategies and tactics. The article deals with the language and semantics of pragmatic strategies taken from the advertisements in English and American editions of magazines Cosmopolitan, Look, Psychologies, People, Us and others. A special group of pragmatic strategies was singled out by the author. Pragmatic strategies together with sematic and extra linguistic strategies make the bases for advertising. The role of pragmatic strategies is to intensify the persuasive function of an advertisement. A special analysis is given to the strategy of drawing attention, which is made up by the tactics of verbal and functional anomalies, informality, humor and others. The other pragmatic strategy covered in the article are action and target strategies. The linguistic analysis includes every language level, the main of which are lexical and grammatical levels. The peculiarity of the given approach is the study of semantics and form of pragmatic strategies and tactics and the main role of pragmatic strategies in advertising discourse.