Peculiarity and characteristics of the genre of social online advertising

This article focuses on the most significant linguistic characteristics of social online advertising. The term advertising is understood as a special type of communication that is designed to provide information about goods or services, social problems and to persuade and encourage people to take certain actions. The purpose of the work is to identify, describe and analyze the most common methods and techniques for implementing strategies in social Internet advertising. The article analyzes the texts of Internet advertising using the methods of cognitive and discursive analysis in relation to data obtained from British and American websites. The result of the study is an attempt to describe specific ways to implement the strategyof persuasion, argumentation, and inducement in the texts of social online advertising. The results of the work can be applied in university courses in lexicology, stylistics, text linguistics, discourse theory, pragmalinguistics. Advertising texts as representatives of mass media and advertising communication are a means of social regulation and have an impact on various social groups, reflecting the way of thinking and the lifestyle that are currently valued by the society. Social online advertising refers to the type of texts of regulatory nature, serves as a tool for managing of social behavior. The texts of social advertising in their form and content tend to attract the attention of addressees, inform, convince and direct them to certain actions.