SPECIFICS OF INFERENTIAL KNOWLEDGE IN ADVERTIZING COMMUNICATION

Cognitive linguistics in relation to the study of advertising communication aspects allows us to analyze the role of language and thought patterns in achievement of pragmatic impact of messages and building a model of advertising messages interpretation process. The role of inferential processes in the structure of advertising texts understanding is considered. The pragmatic effect of advertising messages depends on whether they will be perceived and interpreted by the target audience. A significant part of meanings in advertisements are not expressed in signs - it is implied by an author, it needs its inference by the audience. Different approaches to understanding of knowledge inference are analyzed, the interpretation of the term inference is presented. The definition and typology of implicit information markers - implicatums are presented. As a cognitive structure, which lies in the basis of advertising texts interpretation, the frame OBJECT ADVERTISING is examined. The achieved results can be applied in practice of copywriters in creating marketing messages.

advertising text, advertising communication, comprehension, inference, implicature, knowledge, implicatum