THE PRAGMATIC POTENTIAL OF ANTHONYMS IN THE TEXT OF SOCIAL ADVERTISING

In the article we analyze the pragmatic potential of antonyms in achieving the goal of advertising communication of social orientation. Social advertising as a tool of mass communication is important for harmonizing people's behavior in society. Since a person in society can be in different environments, there is a need to adjust his behavior in accordance with these conditions. Therefore, it is proposed to differentiate social advertising primarily for the environment in which a person is located as an object of advertising influence, that is: 1) advertisement of harmonization of a person as a member of society; 2) advertising of interpersonal relations' harmonization; 3) advertising of harmonization of the attitude of human to the environment and 4) advertising of the harmonization of human as a physical and spiritual value. According to these groups, the role of antonyms in texts of social advertising as lexical-stylistic means was analyzed, contributing to the achievement of the goal of advertising communication. It is proved that the antonyms, expressing opposite meanings and concepts, ensure the accuracy, depth, effectiveness of thought, add additional sense of comparison, contrast comparison, hidden objection, aggravation of contradictions, achieve the effect of paradox and the need to make a choice. Understanding the structural and semantic possibilities of antonymous oppositions will allow the most correct and rational use of antonyms in social advertising and select the informatively most significant of them to achieve the desired effect.