THE CONCEPT OF NARRATIVE AND SEMIOTIC APPROACH TO THE STUDY OF NARRATIVE IN PSYCHOLOGY

Advertising as a phenomenon of modern life has a strong place in the picture of the world. It has a large and ambiguous impact on the human consciousness, on the one hand it fixes, on the other hand it organizes social impact, reflects and influences the formation of stereotypes, ideals, forms of socially approved. The effec- tiveness of advertising texts is studied from the positions of many interdisciplinary fields: sociolinguistics, psy- cholinguistics, semiotics, pragmatics, mass communications, marketing, social psychology, etc. However, the socio-psychological approach to the creation of advertising texts is one of the most relevant today