Deixis in online advertising

Prylipko O. Deixis in online advertising : 035 Philology / supervisor T. Biletska. Kyiv, 2023. 66 p.

The purpose of the research is to analyse the communicative and pragmatic features and means of expressing the category of deixis in online advertising.
According to the set goal, the following objectives are defined:
• to identify and consider the main theoretical aspects of the category of deixis, analyze its existing classifications and specific features;
• to outline the main aspects of Internet discourse as a type of communication, identify structural-semantic and communicative-pragmatic features of language components in online advertising;
• to define the prevailing types of deixis in online advertising;
• to define the main communicative strategies in online advertising which are expressed by the deictic elements.
The object of the research is online advertising published in the Internet space as a type of interaction between communicators.
The subject of the research is the communicative and pragmatic characteristics of deictic elements in online advertising.
The material of the research comprises 120 samples of advertisements posted on social media and commercial websites of online stores.