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Oksana Ivanivna BUGAYOVА


Introduction. Social advertising as a form of mass communication is intended to harmonize behavior of the person in society. In the verbal content of the text of social advertising must be used a minimum number of lexemes to achieve predicted impact on the recipient, which makes it necessary to find out the regularity of using the linguistic means in the structuring of texts of social advertising. Purpose. So the purpose of this article is to highlight the thematic groups of nouns in social advertising by comparing their composition and quantity, to detect lexical-semantic priorities in selecting nouns within the advertising’s texts of certain thematic direction. The materials of studying are texts of ukrainian social advertising, selected by method of continuous sampling on the external media and on the Internet. Results. The nouns, which are used in texts of social advertising, were differentiated in the following thematic groups: 1) the names of the individuals, 2) the names of animals and plants, 3) the names of sensations, mental processes, 4) community names, 5) the names of buildings/institutions, 6) spiritual values, 7) nouns formed by substantivizing, 8) verbal nouns. And also there were explored lexical-semantic priorities in selecting nouns within advertising texts the of certain thematic direction, the social advertising, that is harmonizing 1) interpersonal relationships, 2) human’s relationship to the environment, 3) the person as a physical and spiritual value 4) the person as a member of society. Originality. As a result of research it was found that in the texts of social advertising nouns help to make the projected impact on the recipient through "verbal illustration" of the described situation according to the tasks of each type of social advertising: they are thematically highlighted and maximally condense the purpose of advertising links. Conclusion. Nouns in the speech in general and in particular promotional speech, verbalize experience of the person and his mental structures. Their usage in the text of social advertising is conditioned by advertising purposes. To achieve are selected emotionaly labeled and neutral lexemes, specific titles and abstract ones, it depends on the style of advertising, mode of exposure (emotional or logical) on the recipient.

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