THE ENGLISH ADVERTISING TEXT: STRUCTURAL FEATURES

The article is devoted to the analysis of structural features of the English-language advertising text, thematically related to the field of design and architecture. The relevance of the study is determined by the significant role and special “mission” that advertising performs today, influencing all spheres of activity of modern society. The purpose of this article is to consider the main elements of the structure of advertising messages in English, their language specificity, as well as pragmatics. The material of the study is advertising texts published in the online journal the Art of Design which focuses on new trends in the field of architecture and design. Special attention is paid to the consideration of the key structural elements of English-language advertising texts. According to the author, the advertising text is marked by the presence of a number of distinctive characteristics, which include: brevity, accuracy, emotional impact on the recipient and subsequent motivation to action (purchase of goods or services), etc. Based on the results of empirical analysis of the language material, the author speaks about the existence of several semantic blocks of information in the structure of the advertising message, each of which has its purpose and pragmatic value: 1 block-the introductory part (title, subtitle); 2 block-the main part (information about the advertised product, arguments in its favor, etc.); 3 block – the final part (slogan, contacts). In the article on the example of one authentic advertising text the detailed analysis of the specified links of structure is presented, the characteristic of each element with emphasis on language filling, and also pragmatic properties is given). The article presents an example of an authentic advertising text, gives an analysis of its structure, it gives characteristics of elements with an emphasis on language content, and pragmatic properties.