Ukrainian advertising film discourse: linguoculturological aspect.

Abstract

The master thesis is devoted to the linguistic and stylistic research of the advertising discourse, namely the language of advertising, genre and stylistic features, the diversity of social and discursive practices. The leading theoretical principles of a new research paradigm of the discourse analysis are considered. These principles are based on the communicative tools of linguistics, linguсulturology, stylistics, semiotics, and linguistic pragmatics. The article defines a theoretical and methodological basis of a scientific research that allows performing a comprehensive study of the components and factors of the linguisticcreative formation of the advertising discourse.