On the problem of the specificity of advertising messages of medicines

The work is devoted to one of the most topical problems in the advertising market - advertising medicines and health preparations. The problem has many aspects and touches not only upon economic and marketing issues, but also socio-demographic and medical aspects as well. The work studies the ways of advertising influence on population within the framework of promoting this or that pharmaceutical product. The article makes an attempt to determine and analyze communicative strategies in the advertisements of medicines, the usage of “direct naming”, informative and “indirect naming” advertising. It analyzes various strategies used in advertising medicines. The author also pays attention to the specific features of promoting this product, including the peculiarities of using lexical means in advertising medicines.