STYLISTIC FEATURES OF ADVERTISING TEXTS OF INFORMATIVE AND COMPARATIVE TYPES

The relevance of this article is related to the fact that nowadays advertising has a very strong impact both on the consumer market, political and cultural life of society, and on the language and its development as a system. Advertising has given rise to the development of a special set of stylistic features of a text, formed under the influence of reviving advertising traditions in the Russian language and under the active impact of energetic and pushy European advertising. The purpose of this study is to explore stylistic features of informative and comparative advertising texts. The object of research is Russian-language advertising in printed media and on television. In the end of the article we made conclusions about groups of language means used for different stylistic devices in informative and comparative advertising texts. Analysis of stylistic features of modern informative and comparative advertising texts can be of great interest to specialists in the field of theoretical studies of modern advertising