Gnosiological and Methodological Problems of Modern Linguistic Advertology
Successful professional communication is in the focus of attention of the present-day linguistic studies. This reflects modern tendencies in the Humanities and gives impetus to the development of up-to-date methods of research. The article examines the main trends and challenges in advertology, describes different approaches to the study of advertising, underlines the importance of integrated approach. Special attention is paid to optimization of the principles and the methods of analysis of advertising discourse and the study of advertising terminology.