SOCIAL PRACTICES OF ADVERTISING DISCOURSE: INFLUENCE OF STYLISTIC EXPRESSIVE MEANS ON FORMING VALUE ORIENTATIONS

The article describes the results of the study of outdoor advertising collected within the framework of an interdisciplinary project aimed at studying the role of linguistic means of advertising texts in the formation of the values of society. The method of continuous sampling was used to analyse 296 advertising texts placed on billboards, digital screens, etc. on the streets of Yekaterinburg, which were subsequently systematized according to the stylistic methods of influencing the addressee of the text. The study was conducted from December 2015 to July 2020, the analysis of advertising texts, in terms of their content and stylistic means of influence, was carried out taking into account the socio-cultural context and its influence both on the texts themselves and on the number of outdoor advertising spaces, their occupancy, and on the focus of the point from the standpoint of social significance. On the basis of static processing, the most frequent stylistic means of expression used in outdoor advertising with the aim of influencing the addressee were determined. The authors believe that advertising, being a social institution of a market society, reinforces new forms of consciousness and behaviour of people; serves as a mechanism for the production of social values and norms, aimed at reorganizing the behavioural attitudes of broad segments of society.