This article discusses the study of the pragmatic features of an advertising message. The advertising slogan has the function of providing information about a new product or service in the advertising text, as well as the functions of persuading and inviting the purchase of this product or service. Research shows that linguistic pragmatics studies the behavior of signs in real communication processes, taking into account the relationship between signs and their user. The levels of the speech act are considered, which are distinguished according to the pragmatic criterion: the attitude of the consumer to the advertising message.
pragmatics, advertising message, slogan, recipient, communication, speech acts, communication strategies
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