Linguistic and stylistic peculiarities of social advertising texts: the titles

The article analyses the peculiarities of construction and functioning of the titles using as an example the printed social advertisement texts as one of the main structural components of advertisement. The author describes a concept of advertising as an unique social phenomenon, as a type of communication and as a specific text. Mainly the author touches upon the concept of social advertising, its varieties and its special importance in modern society. The advertising text is accounted as a single unit, that has its own structure. The main structural parts of advertising text are described in the article. The research is based on titles as the main and the first means of attracting an attention and influence on recipient. Linguistic and stylistic peculiarities of titles are reviewed on the material of printed properly social advertising, that was made by state social service and special funds. Gathered illustrative material is divided into nine structural types, also the means and ways of attracting attention to the main advertising information are described.