Advertising discourse in modern linguistics: interpretation as a communication act

Any communication is multidimensional, has its own characteristics, and its types, to a certain extent, differ in their conditionality. The purpose of this article is devoted to the use of discourse as a speech act, its basic principles and features in modern linguistics. Discourse is a product of social and cultural influence, and its characteristic feature is speech, consisting of interests, goals and methods, and this is both a process of a language activity and its result.
As a result, the significance of the discourse is conditioned by the participants in the communicative process; the speech of the presenter (speaker), created in a certain style, with a communicative purpose, with the intention of influencing the listener in line with Karasik’s principle.
This article considers one of the institutional types of discourse “advertising discourse” about its basic principles. According to a number of researchers, advertising discourse is one of the fastest growing types of a discourse in recent years. Nowadays, advertising has become so popular in society that it has taken a firm place in our daily lives. People are accustomed to using the amenities created for them. Advertising discourse has passed a long way in its development. Having originated as an informational discourse, it has evolved into an emotional discourse that appeals to the feelings and emotions of the client, that is, repeating the general path of rhetorical action, from eloquence to influencing the mind.
In conclusion, it is proved that advertising in each country is aimed at the audience of this particular country, and it is intended for the population of a certain country. The only thing is that the goods and services consumed in different countries correspond to each other, but at the same time, advertising has its own characteristics and affects the speakers of a certain linguistic culture.