STYLISTIC MEANS OF EXPRESSION THE LINGUO-PRAGMATICS IN JAPANESE ADVERTISING

Advertising must catch with its appearance and convey a large amount of information in a very con- cise form. To do this, all existing methods of enhancing the effect — visual, language, stylistic, etc. — are uni- versally used in advertising. In this article, the authors analyzed the advertising of cosmetics in Japanese maga- zines. Analysis of the cosmetics advertising in Japanese magazines showed that from the stylistic means of ex- pressing linguistic pragmatics trails and stylistic techniques are most often used, since they are the best way to attract the addressee's attention, create a bright and memorable, unusual image, for the successful implementa- tion of the basic linguistic pragmatic setting of the advertising message