AESTHETIC COMPONENT OF THE MODERN ADVERTISING TEXT IN TERMS OF SPEECH GENRES THEORY

The issue of the aesthetic component implementation in advertising text, and in particular, language game in the advertising is considered. It is for the first time shown that, as distinct from the literary and art text, which belongs to secondary speech genres (according to M.M. Bakhtin), the game advertizing text is a primary genre, and therefore the poetic function of language implemented in it is not directed to a characterology or a world modelling (Yu.M. Lotman, Umberto Eco), as in literary texts.