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SOURCE:    Philology. Theory & Practice. Tambov: Gramota, 2010. № 1. Part 1. P. 221-224.
SCIENTIFIC AREA:    Philological Sciences
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TEXT-FORMING ADVERTIZING CATEGORIES FROM THE POINT OF VIEW OF COMMUNICATIVE APPROACH
Hachetsukova Zarema Kushukovna
Adygei State University
Department of Foreign Languages
Abstract. The object of the analysis of this article is the text-forming categories of modern advertizing which from the point of view of the communicative approach to researching is considered as one of the kinds of influencing discourse. Intentions are considered to be important because exactly the authors' communicative intentions dictate text production - language means choice and their syntactic organization reasoning from the purposeful audience specificity and the speech situation of communication.
Key words and phrases: адресант, адресат, дискурс, интенции, коммуникативный подход, рекламная деятельность, утилитарная оценочность, потребительское поведение, addresser, addressee, discourse, intentions, communicative approach, advertizing activity, utilitarian evaluating, consumer behaviour
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