Semiotics of advertising: the functional-communicative analysis

Purpose. The article aims to demonstrate the validity of the functional typology of signs proposed by the author in the semiotic approach to the analysis of advertising slogans. Advertising texts perform their functions in the communicative situation of interaction between the advertiser and the client. Results. The analysis shows language mechanisms of involvement of the addressee in the creation of an advertising image, ways of influence on the addressee, ways of presentation of goods or service. Thus the main functions of the sign - identification, regulation and modeling - are realized. Conclusion. The analysis of advertising serves as an illustration of the proposed functional classification of the sign; it highlights specific language mechanisms of interaction and influence on the addressee