Language representation of advertisement (on the material of advertising texts of Kalmykia)

The article is devoted to the study of the verbal component of advertising texts through the analysis of precedent phenomena. The precedent phenomenon is considered as an impact aspect of the advertising text. The aim of the study is to identify and analyze the features of verbal and verbalized precedent phenomena in advertising texts in Kalmykia. In addition, the article identifies the most frequent precedent levels and composition of precedent phenomena in advertising texts (precedent text, precedent name, precedent statement, precedent situation). The article describes the most interesting phenomena in the Kalmyk precedent advertising discourse, the most commonly used means of expression and lexical units in advertising texts.