Philology Matters


The article deals with the system of advertising texts. Advertising is described as a phenomenon of modern society; it is such information that affects the mass consciousness; analyzing these structures one can learn that most of the advertising headlines are composed of simple sentences. The impact of advertising on the consciousness of people has a psychological impact on perception. It is advertising that enables the relationship between the addressee and the addresser, playing an important role in informing people. Advertising texts are created to purposefully induce influence and to increase the demand for the advertised product or services. Before choosing a particular mode of influence, the advertisers determine for themselves what the goal they are pursuing in a specific case, in order to achieve it in a particular type of advertising. Proposal of linguistic means, according to which the headline is built, requires a fast-reading message. The inducement of an advertising text depends primarily on the headline. Many factors are important for the success of an advertisement, but the most important expression must be a meme. Units of all levels of the language are involved in creating a text that is capable of inducing and attracting attention while being memorable. In a sentence, the factor is not only the principle of the structure of the linguistic means, but also the achievement of a certain power to influence the customer. The ultimate goal of advertising is to make someone purchase something, so in their message the advertisers must clearly inform their consumers what actions they must take in order to purchase, call, register, and etc. Advertising is an appeal, so with the ready advertising product advertisers appeal to their customers or clients, through which they hope to encourage them to make a purchase or use the services. Preparation of advertising appeal is considered one of the most important elements of advertising. The specifics of the headlines are very important. It is concluded that the peculiarity of the headline is a simple sentence structure that is understandable.

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