QUALIFYING FEATURES OF THE DISCOURSE OF CONTEMPORARY COMMERCIAL INTERNET ADVERTISING

Abstract

The article is devoted to a comprehensive analysis of the qualificational features of the discourse of contemporary commercial internet advertising amid the rapid development of digital communications and the technological transformation of advertising interaction. The study clarifies the linguistic interpretation of advertising and internetadvertising discourses, defines their structural and pragmatic parameters, and outlines the factors that have contributed to the emergence of a distinct subtype–commercial internet advertising as a specific form of institutional communication. The methodological framework of the research includes discourse analysis, content analysis, as well as elements of semiotic and pragmatic approaches, which made it possible to systematically examine the verbal, visual, and creolized components of online advertising messages. The findings show that the key characteristics of commercial internet advertising are formed through the combination of pragmatism, personalization, hyperspecificity, multimodality, emotional intensification, urgency, and genre hybridity. Particular attention is paid to describing stable advertising models (“hook-style headlines,” problem-oriented scenarios, native formats, expert-advisory constructions), which determine the algorithm for structuring modern digital advertising messages and ensure a high degree of audience engagement. The study substantiates that the identified features constitute a new communicative standard of digital advertising discourse, which integrates marketing, informational, and psychologically influential strategies. It is demonstrated that under conditions of informational oversaturation and growing competition for audience attention, the structural and pragmatic organization of an advertising message becomes a key factor of its effectiveness. The scholarly novelty of the research lies in the systematic delineation of the qualificational features of commercial internet advertising as a distinct subtype of institutional discourse and in the identification of typical communicative models that shape its functioning in the digital environment. The practical significance of the study consists in the possibility of applying its results in linguistic research on media communication, in educational courses on copywriting, advertising, and discourse studies, as well as in the development of advertising and marketing strategies.