SEMANTIC-PRAGMATIC PECULIARITIES OF GENERAL DISCURSIVE AND DISCOURSE-FORMING CATEGORIES OF THE ADVERTISING DISCOURSE
Kochergan Aleksandra Mikhailovna Syktyvkar State University named after Pitirim Sorokin
Abstract. The article is devoted to the analysis of general discursive categories of the advertising discourse, presented by such textual-discursive categories as informativity, situational character, intentionality, acceptability and intertextuality, and first singled out category of suggestiveness which is discourse-forming for the genre of advertisement. The paper reveals the difference of general discursive category of intentionality from discourse-forming category of the advertising discourse - suggestiveness, and the interconnection of the latter with the principal textual-discursive categories in the framework of the advertising discourse is explained.