COMPANY MESSAGE IN THE NARRATIVE OF THE COMMERCIAL

The study is devoted to the problem of representation of company image in product advertising within the context of a commercial. According to the author, a commercial presented in the format of storytelling is considered to be a communicative act of company message to its audience that ultimately ensures the promotion of goods and services. The purpose of the article is to describe specificity of world-modelling in the narrative of commercials as the communicative act of corporate address. The research is based on the analysis of 126 English videos selected by the continuous sampling method from the multitude of YouTube videos. The method of sense interpretation supplemented with linguasemiotic and linguacultural procedures of analysis is used. The core elements of narrative are defined: hero, problematic situation, obstacle, hero's path, solution to the problem. Components are viewed as metaphorical codes coherent decoding of which by an addressee directs him to understanding the key idea embedded in a videotext by it's author. The protagonist (company) experiences a hopeless situation (social issues) overcoming obstacles (competitors, crisis, etc.) on his way (events) with the help of hero's weapon (product or service). Thus, the implicit expression of commercial message to its client contributes to optimisation of speech impact in product advertisement.