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English-language advertising discourse today is undergoing significant improvement and changes. This is due to the transition to online modes, where a person's personality is manifested through the criteria of affection, awareness and attractiveness. However, the negotiation system of a separate feature of the English-language (appearance, manner, knowledge and application of business etiquette) discourse is subject to improvement and practice. If before the transition to the online mode, the tools, means and methods of English-language advertising discourse were worked out, then with the transition to the digital dimension, they require clarification, explanation, adaptation, excluding audio technical transmission channels. The purpose of the study is to outline the main directions in which the developed tools of the English-language advertising discourse are transformed. The methodology was statistical research, which analyzed the appearance of a person in English-language advertising discourses, taking into account forms and types. An approach was also used in which a comparison of a person's appearance was made, taking into account the advertising slogans of foreign companies, as well as various segments in which the analyzed companies operate. As a result of the study, a significant influence of English-language constructions and techniques was noted in comparison with various external images of a person. A theoretical mechanism for the formation of modern English-language advertising discourse is proposed. In general, a list of priority effective means and forms in the formation of modern English-language advertising discourse has been revealed. |
