IMPLEMENTATION OF THE CONCEPT OF SAFETY IN COMMERCIAL ADVERTISING

The article deals with the concept of safety in texts of commercial advertising. The analysis conduct- ed by the a uthors allows to conclude that this category can be represented as properties of a product, as the process of its use and as positive feelings of a person realized though physical, emotional, personal and social well - being. The concept of safety has multil evel structure and is implemented differently in the various groups of products. The authors of advertising texts usually emphasize the properties and processes of a product providing safety of a consumer. There- fore, they inspire confidence in consumers co ncerning reliability and safety of a product.