Synergetic categories of discourse (advertising discourse data)

The article deals with the most important and interesting problem in linguistics - the problem of synergetic categories of discourse. On the basis of advertising discourse the categories of imagery, emotivity, valuation, symmetry-asymmetry, tensity and tension are regarded; their role in creating the synergetic structure of the semantic space in terms of advertising discourse is analysed. The mechanisms of interaction of these categories are described from the position of synergetic linguistics and contradiction-synergetic approach. The model of the structure of the discourse is presented as dynamics of tensity and tension.