Specifics of Editing of Advertising Texts

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Nataliya G. Inshakova

PhD in Philology, Associate Professor at the Chair of Editing, Publishing and Informatics, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia

e-mail: inshakovang@yandex.ra

Section: Media Language

The work covers functional specifics of advertisement texts, their goal assign­ments and readers’ address. It specifies the phenomenon of advertisement text deter­mining peculiar principles of its editing and publishing. Are characterized main cri­teria of advertisement valuating that are divided in three groups: criterias of social responsibility, marketing value and correspondence to writing regulations. The work shows how awareness of typological characteristics of advertisement texts and its contents andform regulations raises the efficiency of creating and editing these texts.

Keywords: advertising texts, editing, functional specifics, criteria of advertisement valuating