EXTERNAL DIALOGUE OF ADVERTISING TEXTS

Wang Yuanyuan

Advertising is everywhere in today's society. Almost every minute of our life and activity is permeated with advertising, which has various types and kinds. This is a kind of communicative event that happens to the target audience. It is assertive, open, inviting, forms a kind of dialogue with consumers of goods or services. It can also be focused on absolutely any audience - mass readers, viewers, listeners. As you can see, dialogue is its distinctive feature, a style feature. In advertising, dialogue is used emphatically, intrusively, this is the so-called "naked technique". This article discusses the features of dialogue and the corresponding impact of advertising texts on the consumer, in our case, these are readers of women's magazines. The relevance of the article lies in the specificity of the impact of advertising on the consumer, in its excessive quantity and intrusiveness of its dialogue, as well as in the need for correct advertising policy in the modern context. The subject of the research is advertising texts in women's magazines. The object of the study is the external dialogue of the advertising text and its impact on the consumer.

Keywords:advertising, dialogue, external impact, internal impact, advertising product consumer, context, development