On specific character of texts of social advertisement in contemporary advertisement discourse (based on the data of medical prophylactic literature)

The article studies the problem of a special status of texts of social advertisement within the contemporary advertising discourse. The author states the functional proximity of such texts to works of literature and substantiates that the literature character of social advertisement is determined by mediatext polycode nature. The data for the analysis are medical advertising texts of prophylactic orientation. In the article the geterogeneity of such texts is examined revealing language and non-language (proper text) means and devices that form the semiotic heterogeneity of prophylactic literature. The author suggests the idea of special stylistics of medical prophylactic texts.