Types of the publishing slogan

The author of the article focuses his attention on publishing slogans which are posted on 100 present-day Russian publishing houses' official websites and have not yet been studied in the special literature. The author has developed his own classification of publishing slogans based on the results of analysis and considering the current scientific views on the classification of slogans. The examined items are classified into autonomous and text-dependent according to interrelationship with an advertising text; marketable, corporative and mixed according to a presentation subject; rational, emotional and complex depending on the method of influence upon a recipient; slogan-presentation, slogan-assurance, slogan-identifier, slogan-appraisal, slogan-appeal depending on the communicative strategy; slogans consisting of one sentence and of two or more sentences; Russian and foreign ones. The analysis of the slogans of all kinds presented in the actual material allowed the author to determine the dominant features of the Russian publishing slogan which is an autonomous sentence in relation to the advertising text. In spite of that, the slogan shows the publishing output, influences the recipient emotionally, actualizes the communicative strategy of publishing house presentation of its distinguishing features, gives assurance to the target audience and distinguishes the advertised subject among competitors.