The specificity of an advertising text in the aspect of linguistic personology

Language is a part of the system of social symbols consolidating the information about the members of the corresponding social environment. As a rule, an advertising image, including a linguistic one, forms an advertised product consumer’s social portrait, correlating with a specific linguistic personality type. Accordingly, the advertising message focused on one or another target group, uses this group’s lexical, grammatical and stylistic maneuvers. The advertising texts, in accordance with their communicative goals, can be directed to language «centrals» / «marginals» in the normative aspect, to «manipulators» / «actualizers» in the characterological one, the «generating» («analytical») / «reproducing» types in the conception of the linguistic personality of F. de Saussure; to implement the escalation of mentality and cultural language reserves; to unfold in the space of psychodiagnostics: texts-moods, texts-emotions (nostalgia, joy, fun, etc.), socionics, gender specification, motivation and other ways of language determination of differences of psycho- and socio-communicative personality types. In the paper an attempt is made to reveal «invariant» models and dichotomies of linguistic personology (variability of anthropological texts), to track linguistic typology in the communicative space of an advertising discourse.

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