Акторечевой уровень социального рекламного дискурса
Speech Act Level of Social Advertising Discourse

Summary/Abstract: Traditionally, advertising is considered to be the way to impact mass consciousness which can influence the motivation of audience behavior. It should be noted that differentiation of verbal situations, due to the communicative purposes of the statement, happens according to the basic laws of the speech act theory. By means of the sociolinguistic analysis of a communicative situation, the social causes of communicative postulates’ infringement and the communicative failures’ emergence can be identified. The advertising creation process, according to the author’s opinion, represents a certain situation where speech intention of a sender is formed due to the influence and the factor of an addressee, his social and professional accessory, his education level, the age characteristics, etc. The article touches upon scientific approaches towards the study of speech act level of one of the most important types of discourse – social advertising. Socially oriented advertising is known to be the effective technology for stabilizing society and the instrument to diagnose socio-economic problems. The author describes essential characteristics and reveals structural peculiarities of illocutionary acts in the discourse that has been analyzed.

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