One-component statements in the advertizing discourse

In the field of communication special place belongs to the advertizing discourse which is created for disseminating image-informational and expressive-suggestive texts. Advertizing discourse is a compound structurally organized semiological system and is correlated with causativeness because it actualizes causation of informative modification and is used to achieve the perlocutionary effect. The illocutionary goal of the advertizing discourse is to make influence on potential objects of causation. Potential objects of causation have freedom in choosing their actions and change their behavior and opinion only in case if the modification meets their interests. In this regard, the authors draw attention to the functioning of one-component statements which reflect the idea in a concise form suggesting extended interpretation of the idea to the object of causation.