LAUSR

The language interpretation as a marketing structure has recently become urgent, and the depending scientific expansion has led to the emergence of such a new interdisciplinary field of knowledge, as marketing linguistics. Marketing linguistics focuses on the special status of a language not only as a communication system, but also as a linguistic and economic phenomenon, the functioning of which can ensure the effectiveness and dynamism of macro- and microeconomic processes, primarily related to the promotion of certain products in certain market segments. However, marketing linguistics should be interested in combining marketing activities with the steps leading to the cultivation of the communicative space as a whole. The existing contradiction between exclusively economic and linguo-economic phenomena, which naturally include marketing and its objectively determined goal, and language as a set of pragmatically oriented and communicatively determined units, as well as ways of using such units, seems to take into account the ethical norms and linguistic-pragmatic specifics of the language units used in advertising discourse. Thus, the linguopragmatic parameters of marketing communications are a set of characteristics determining the specifics of the discourse/text, and include, in addition to the traditionally allocated parameters, the hierarchy of communicants, linguistic and cultural conditionality and predicted lacunarity in the texts’ translation and their embeddings in other linguocultures. Linguopragmatic parameterization of marketing communications involves the significantly expanded interpretation of one of the traditional orthological parameters: the inclusion of a variety of such norms as ethical and linguistic ones, as well as the dynamism. Linguopragmatic parameterization of marketing communications involves a significantly expanded interpretation of one of the traditional orthological parameters: the inclusion of ethical and linguistic type of norm in obligatory norms, as well as dynamism, linguistic and cultural specificity of such norms.