Communicative-pragmatic aspect of an utterance in ostensive-inferential communication

The article is devoted to the communicative-pragmatic aspect of an utterance. The author reviews the basic principles and maxims leading to efficient communication. The research focuses on advertising discourse considered as ostensive-inferential communication. Based on linguistic-pragmatic principles, the definition for the concept Advertising text is given, and the most productive approach to its study is revealed. This approach, according to the author, is an interdisciplinary one, which makes it possible to study the advertising discourse as a polyintentional system.