Modern thesaurus, linguistic creativity, linguistic ecology as a cultural aspect of the Russian advertising text

in today's world, the importance of advertising communications is steadily increasing, encompassing all areas of society through a variety of channels. Many aspects of advertising have now been subject to detailed scientific research. The purpose of the study is the speech material of modern advertising as a subject of linguistic creativity, which is evaluated in terms of increasing or decreasing the level of speech quality. To achieve the scientific goal, the analysis of the advertising text as a suggestive sign is carried out, the typologies of advertising texts (genre classification) are considered, the structural and semantic parameters of various types of advertising, linguistic and paralinguistic means used by advertising are described in detail. The effectiveness of an advertising text depends on its appeal to cultural values, which is a prerequisite for the effectiveness of an advertising text. This article is also devoted to issues of linguistic ecology related to consumers' perception of modern advertising - its linguistic and communicative validity/invalidity and aggressiveness/non-aggressiveness. The results of the analysis of advertising texts have direct application in the field of improving marketing strategies. They provide the basis for optimizing advertising campaigns, clarifying the segmentation of the target audience, increasing the communicative effectiveness of messages, and developing new creative concepts. The study also contributes to a deep understanding of the mechanisms of advertising's impact on consumers, which allows for timely adjustments to achieve established business goals.

linguistic and creative innovations, linguistic creativity, linguistic ecology, semantics, advertising, advertising text, norms of language