HUMANITARIAN RESEARCHES

Journal of fundamental and applied researches

REALIZATION OF COMMUNICATIVE TACTICS AND STRATEGIES IN ADVERTIZING DISCOURSE (BASED ON MEDICAL ADVERTISING)

2021. №4, pp. 116-121

Fokina J.M. - Astrakhan State University

The article deals with the main communicative features of medical advertising texts. The analysis of these texts allows us to identify three main strategies. These strategies being realized in different tactics are a set of linguistic means aimed at implementing the basic communicative purpose of medical advertising texts, namely, attracting the attention of buyers and encouraging them to purchase the advertised product.

Key words: communicative strategies and tactics, advertising discourse, the text of medical advertising, the discourse of medical advertising

Read