[Untitled]

Publication Year :: 2022
Publisher :: �� .��., 2022.
Abstract: �� . �� . �� . �� (��), ��, ��-��, �� , �� . �� , �� .<br />The current paper presents an analysis of the phenomena of internal precedent in advertising discourse. The phenomena of precedent include precedent texts and precedent discursive situations. The use of precedence makes it possible to utilize the powerful pragmatic potential of the advertising text. The use of precedent phenomena in advertising ensures the achievement of a whole range of phatic (contact-establishing), cognitive, structural-compositional, creative and expressive effects on which the suggestion of an advertising product is based. Based on the qualitative and quantitative analysis of the advertising corpus, it is concluded that precedent phenomena are one of the main technologies for creating advertising.<br />�� -�� , �� 1 (115) 2022, Pages 132-135