Linguo-axiological modelling of advertising communication: conceptual and strategic aspects

Statement of the problem. Advertising communication is an urgent area of research in modern linguistics, which is explained by the wide spread of advertising activities in all linguistic cultures, the increasing importance of competent positioning of an advertising product and the need to expand the methodological tools of linguo-axiological modeling as a way of constructing a communicative environment. The purpose of the study is to systematically describe the conceptual and strategic components of speech influence in advertising communication, as well as to identify and systematize verbal units that provide a pragmatic effect of influence on the addressee. Methodology (materials and methods). The research methodology is based on the generalization of theoretical positions in the field of linguistic axiology, linguistic pragmatics, marketing linguistics and communication theory. Research results. As a result of the conducted research, the importance of the axiological component of advertising communication is substantiated. It is established that the linguo-axiological modeling of the influencing potential of the advertising text includes three components: 1) the construction of an axiological perspective as an attractive image of the future for the recipient; 2) the formation of the axiosphere . a set of linguistic and cultural concepts; 3) the implementation of strategies of communicative impact on the target audience. Three axiological conceptual clusters are modeled: 1) the values of advertising communication as a kind of marketing impact; 2) cultural values; 3) the values of the target audience. Conclusions. Consideration of advertising communication in the prism of its linguo-axiological modeling explicates the ways of constructing the effect of advertising text on the target audience. The content of linguoaxiological modeling of the communicative environment is justified by the provision on the centrality of the modeling function of the language and includes conceptual and strategic tools for promoting advertising content. The conceptual component is represented by three clusters of axiological concepts that form the axiosphere of a communicative event. The strategic component includes a set of axiological strategies (legitimizing, positioning, and optimizing) that solve the problem of involving the addressee in the communicative space and provide the planned perlocative effect.