PRECEDENT PHENOMENA IN ADVERTISEMENT OF BEAUTY INDUSTRY PRODUCTS ON RUSSIAN AND ENGLISH ADVERTISEMENTS

The article considers precedent phenomena as one of the ways to attract recipient's attention in advertisements of beauty industry products. Advertisements used in the research were posted in the social media of Instagram, mainly as Stories, advertisements are accompanied by audio and visual support. The research describes types of precedent phenomena that appear to be the most frequent in advertisements of beauty industry products on Instagram. The article gives an outlook on precedent phenomena used, their characteristic features, advertisements in Russian and English are compared. This research based on Russian and English beauty products' advertisements for the last year allows to make conclusions on some peculiarities of precedence in advertisements posted in social media. The following research methods are applied: semantic and component analysis, contextual analysis, descriptive (supervision, interpretation and generalization) method, comparative analysis. It is noted that precedent phenomena used in advertisements posted on Instagram are applied almost as frequent as they are used in television advertisements. Different types of precedent phenomena have different efficiency of influence on the recipient, but due to specificity of advertisements in social media the higher efficiency is devoted to precedent statements or slogans. Advertisements of beauty products in Russian frequently use precedent names of brands or goods in the English language which influences the efficiency of advertising on the recipient, narrows the active audience and lowers the efficiency of Russian advertisements on the whole