СOMMUNICATION STRATEGIES OF THE JAPANESE ADVERTISING DISCOURSE IN THE MAILING LETTERS

Analysis of communication strategies of advertising discourse helps us to watch the development of modern Japanese, the language situation in Japan. In our study of the linguis- tic realization of communication strategies in Japanese advertising discourse (according to the classification of Y. K. Pirogova) we analyzed letters of the Japanese branch of an American clothing store GAP to the email consumer. Manipulative strategies are implemented by the verb in the causative form and an interrogative sentence followed by an exclamation sentence. Positioning strategy is implemented by nouns, adjectives and adverbs. Optimizing strategy is implemented by nouns, numerals and English word, phrases, also by writing borrowed and native Japanese words in katakana, and using exclamation marks which is not typical for the Japanese