Time category actualization in advertising discourse

The paper studies the actualization of time category in advertising discourse. In the present article discourse is considered as a phenomenon of communication, which is carried out in a certain social sphere and is recorded in the form of oral or written texts. At the same time, texts, being a discourse as a product, are studied from the dynamic point of view. The authors analyzed texts in German and Russian. The time category appears as a text category and is viewed in interrelation with the image category. The authors draw the conclusion that the actualization of time category in advertising discourse has special unique features which are connected with the characteristics of time translating by the meaning-image system in the meaning space of the advertising discourse. The paper also concludes that, in terms of means of expression, the textual field as a whole is a lexical centered category since the semantics of objective or conceptual time is presented in the text, so it always subjugates self-grammatical semantics of verb forms. In addition, the article identifies the patterns of the functioning of the time category in both Russian and German discourse on the basis of the texts studied. The article provides strong evidence that the time category determines the direction of development of the images system in the semantic-like meaning space.