TV ANNOUNCEMENT AS AN ADVERTISING TOOL: SPECIFICS OF THE LANGUAGE OF TV ANNOUNCEMENTS

Kletskaya Svetlana Ilyinichna

In this article, the author examines the process of genre transformation of a television announcement, which is currently taking place: from informational to advertising genre. Based on the material from TV announcements of «Channel One», 10 techniques that are used to increase the attractiveness of media texts are identified and analyzed. The author comes to the conclusion that currently the announcement implements the function of attracting and retaining the attention of a potential viewer, creating a positive impression of the advertised product through the use of speech figurative means, as well as an appropriate combination of verbal, non-verbal and paraverbal channels for transmitting information and speech communication influence.

Keywords:television announcement, TV-announcement, advertising language, advertising genres, information genres, media text