Axiological potential of advertising discourse (based on the english language)

The article is devoted to the analysis of the value aspect of the English advertising discourse. Using the example of advertising texts on different subjects, the specifics of key axiologically significant concepts that determine the value system of modern society is shown. The research material is 520 advertising texts published in the magazines Delicious Magazine, Elle, Healthy Food Guide, Marie Claire and posted on the Internet. The paper emphasizes the value-oriented nature of advertising communication, according to which, the advertising text is one of the most significant factors in the formation and distribution of values. Taking into account the results of the analysis of the factual material, the author comes to the following conclusions: 1) the English advertising discourse, represented by advertisements of food, clothing and accessories, is characterized by an axiologically determined nature and the presence of a number of value markers; 2) a positive assessment of the advertised product plays an essential role in the process of formation the value orientations of society; 3) the main markers that embody the axiological potential in the sample are the following concepts: a) freshness, taste, naturalness, benefit, enjoyment (food advertising); b) beauty, comfort, individuality, accessibility, quality (clothing advertising); c) beauty, quality, luxury, creativity, status (advertising accessories – watches, jewelry).

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