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SOURCE:   Philology. Theory & Practice. Tambov: Gramota, 2017. № 9. Part 1. P. 84-86.
SCIENTIFIC AREA: Philological Sciences
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Borisova Tat'yana Grigor'evna, Frolova Larisa Gennad'evna
Stavropol State Pedagogical Institute

Abstract. This article aims to identify the features of commercial medical advertising texts from the point of view of linguo-pragmatics, to analyze and identify the definitions and functions of medical advertising. The authors propose to establish the parameters of the advertising medical text, analyze its specificity, and also to identify and describe the mechanisms of medical advertising text influence on the reader. Based on the conducted research, it is proved that the text of medical advertising performs primarily pragmatic functions.
Key words and phrases: реклама, убеждение, языковые особенности, медицинская реклама, механизмы влияния, advertising, persuasion, language peculiarities, medical advertising, mechanisms of influence.
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