Prangishvili Irina Georgievna
Peoples’ Friendship University of Russia
Abstract. In the article the author examines linguistic specifics of the modern type of non-standard advertising - Ambient media. Ambient media is one of the forms of guerrilla marketing. In the Ambient media advertising messages they use various linguistic means which help to attract the attention of a potential customer. It’s impossible to use them repeatedly and on a massive scale. The metaphors allowing to get over to a consumer a certain distinctive peculiarity of a brand usually serve as a basic method. Taking into account that the customers meet Ambient media suddenly and usually for once the messages of a brand should be clear, well-defined and oriented at the concrete tasks of promotion.
Key words and phrases: реклама, непрямая реклама, языковые особенности, язык рекламы, языковые особенности нетрадиционной рекламы, advertising, indirect advertising, linguistic specifics, language of advertising, linguistic specifics of untraditional advertising
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