LINGUO-AXIOLOGY – THE STUDY OF VALUES IN ADVERTISING DISCOURSE

Advertising discourse is one of the most widely studied areas of modern linguistics, embodying the functions of language to convey information, persuade, and influence the consumer. Linguo-axiology, that is, aspects of language related to the value system, play an important role in this process. The set of values changes depending on the living conditions, aspirations and life goals of a person. When creating advertising, the value system of the society in which communication is planned is inevitably analyzed. Values recognized by society can be divided into material and spiritual, lower (biological) and higher (social and spiritual) values. This article is devoted to the analysis of theoretical views on the expression of the axiological component in advertising discourse.