PARAMETERS OF OBJECT-SUBJECT ORGANIZATION OF MODULAR ADVERTISING TEXT OF A NEWSPAPER

Abstract

The distribution of roles among the addresser, the addressee, and the object of advertising within an advertising text, viewed from the perspective of communicative priorities, may vary depending on the advertiser’s intentions, the specifics of the advertised product, the characteristics of the target audience, the historical and cultural context, fashion, etc. The article describes a methodology for identifying the central element in the subject-object organization of modular advertising texts in newspapers. Based on a sample of 2,543 modular advertising texts collected through a continuous sampling method from issues of the newspaper «Sovetskaya Belorussia» for the years 1951, 1975, 1995, and 2025, the study examines parameters applicable to the analysis of the subject-object organization of modular advertising texts. The following parameters are identified: attention-focusing parameters, purely linguistic parameters, discursive parameters, and a speech act parameter. Among these, the typographic parameter is considered obligatory, while the graphic, com-positional, lexical, lexico-grammatical, syntactic, advertising-contextual, thematic, and speech act parameters, as well as the visualization parameter, are considered facultative.