VERBAL COMPONENTS IN THE STRUCTURE OF ADVERTISING TEXT

The verbal content in the structure of advertising text, influencing psychologically on mass and individual consciousness of consumers with the aim to induce them to special actions that the advertiser needs are considered. While considering different types of communication depending on the amount of its participants, it is established that according to this criteria advertising can be associated with mass communication, because it is aimed at big groups of people consuming goods and services, using for that mass media. In the process of advertising communication, not depending on the channel of its spreading, some kind of message is transmitted, i. e. advertising text is created as a finished speech work, the basic means of which are self-descriptiveness, integrity, connectedness, literal perfection, fixedness at some kind of media. Advertising texts are single-aimed and non-personal nature, paid by advertiser and addressed to groups of people to induce them to action, which is necessary for advertiser. It is proved, that verbal contents in the structure of advertising text take great place in the system of functional-stylistic formations, which are from mass media and are united by mass communication.

advertising, advertising communication, advertising text, motivation, manipulation, consumer’s behaviour