LINGUO-PRAGMATIC ASPECT OF THE LANGUAGE OF ADVERTISING

This article deals with the key role of pragmatics in the linguistic analysis of advertising language. If we apply the main theory of linguistic pragmatics, that is the Theory of speech acts, to studying a speech act of advertising communication, we will find out its threefold pragmatic structure and the dominating part of implicitly articulated leading (or directing) role of the illocutionary act; the conditions of a successful advertisement analyzed. Furthermore, pragmatic functions of the implicit information are studied