Small Advertising Text: Structural and Semantic Specifics
Authors:   NULES of Ukraine, Lychuk M , Khomutovska T ,   NULES of Ukraine
Published: December 2021

Abstract. The structural and semantic specifics of small advertising texts was investigating in the article. The relevance of the study to improve the efficiency and improve the quality of advertising texts, which means the development of the advertising industry as a whole. The purpose of research is analyze the structural and semantic specifics of small advertising texts. To achieve this goal the following tasks are set: - consider the interpretation of the concept of "advertising text"; - describe the semantic specifics and criteria for filling the advertising text; - identify the structural components of the advertising text, give their characteristics; - to analyze the role of structural and semantic elements of the advertising text, the prospects of their further research. Results of research. The article gives a general definition of the term "advertising text". It is establishing that the advertising text is an element of public communication aimed at the implementation of the speech influence of the communicator on the recipient of the message, in order to achieve the desired communicative effect. It is determined that advertising texts are an important means of communication between producers and consumers. The main features of small advertising text are characterized - a small amount of information presented in a concise form, expressive means of speech, originality of style, metaphor, originality of vocabulary, syntax of magazine advertising texts. During the research, the main components of the structural organization of advertising texts were identified - non-verbal (compositional) and verbal (content) components. The article found that the quantity of structural elements of small advertising texts may vary, depending on the communicative content of the text, but the main structural elements are the title, main advertising text and slogan. A title attracts attention and arouses consumer interest in the proposed product. The headline contains the main argument of advertising, which reflects the content of the advertising appeal. The main advertising argument in the title in further disclosed in the main text. A slogan is a concise, meaningful advertising phrase that embodies an advertising offer and conveys a description of its object. Its main goal is to focus the customer's attention and create an emotional associative image to stimulate brand awareness. The success of the advertising slogan is achieved through such stylistic devices as a special grammatical structure (simple sentences, imperative mood) and lexical means of expression A main text of the advertisement informs the consumer about a particular product or service, reveals its characteristics in more detail, encourages the user to buy it. Content can be transfer in various forms of advertising text - in the form of a monologue or dialogue, and structurally it will consist of an information block and reference material. The article describes these structural components of advertising texts, which usually exist in a complex, but each of them can also work as an independent unit. All structural elements of advertising text play a particularly important role in the creation of advertising text. Originality. The obtained results can become a basis for further research of structural and semantic features of small advertising texts and future comparison of Ukrainian and English representatives. The study of the structure of advertising text as a means of communication plays an important role in solving problems of its understanding and text creation. Conclusion. It is determined that advertising texts are an important means of communication between producers and consumers. All structural elements of advertising text play an important role in creating advertising text. The research revealed an important role of the semantic system in advertising texts - the impact of advertising on the emotions and feelings of consumers, which force them to make the final decision to purchase a product / service.