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SOURCE:	Philology. Theory & Practice. Tambov: Gramota, 2015. № 5. Part 1. P. 183-186.
SCIENTIFIC AREA:	Philological Sciences
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LINGUISTIC MEANS OF IMAGE FORMATION IN THE ADVERTISING DISCOURSE OF DENTISTRY

Sknarev Dmitrii Sergeevich
South Ural State University

Abstract. The system of images of advertising discourse and its visual-verbal components are discussed in the article. The author examines the advertising specificity of dentistry, defines its variations, analyzes the most productive linguistic means and techniques - advertising units, creating the image of dental goods and services in the advertising discourse. It was revealed that the specific character of the advertising theme under consideration defines the choice of language means creating the image of dentistry.

Key words and phrases: язык рекламы, система образов рекламного дискурса, рекламный образ, реклама стоматологии, рекламный дискурс, языковые средства, рекламема, рекламный текст, language of advertisement, system of images of advertising discourse, advertising image, advertisement of dentistry, advertising discourse, linguistic means, advertising unit, advertising text

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