LINGUISTIC ASPECT OF THE CATEGORY OF POLITENESS IN ADVERTISING DISCOURSE

The paper highlights the correlation between the concepts of etiquette and politeness in terms of advertising discourse. It is stated modern research on language and speech is becoming more and more interdisciplinary, focusing on functioning the language in various social and cultural contexts. Differentiation of the concepts of etiquette, politeness and etiquetization is considered. Etiquette is the broadest concept that can be defined as the objectification of existing norms of social relations in society. Politeness as a complex sociocultural phenomenon, contributing to the success of communication, is one of the means of expression of etiquette. Etiquetization is a principle of speech politeness, which is designed to facilitate the flow of communication and achieve the goals of the addressee. The category of etiquette in advertising discourse is realized through the category of etiquetization on the basis of the main features of speech politeness: care for the recipient (facilitating the perception of information by the recipient) and modulation of categorical and non-categorical nomination with predominance of non-categorical (based on objectivity, impartiality and persuasiveness). The main means of politeness include caring for the addressee (facilitating the recipient’s perception of information) and modulating the categorical and non-categorical nomination with a predominance of non-categorical (based on objectivity, impartiality and motivation) to convince the addressee of that or another statement. Politeness as a manifestation of the purposefulness of language behavior is mostly considered on the basis of rhetorical pragmatics, determining the speaker’s illocutionary goals (which speech acts are conveyed through utterances) and their social goals (speaker status depending on his courtesy, truthfulness, and irony) as well as distinguishing between interpersonal rhetoric and textual rhetoric, each consisting of a set of maxims. Keywords: advertising discourse; etiquette; etiquetization; politeness; rhetorical pragmatics.