Advertising war: the specifics of discourse

The article considers the advertising war as a unique phenomenon in the mass communication provides a definition of an advertising war, specifics of the advertising text. Due attention is paid to verbal-visual mechanism of creation of the discourse of advertising wars, linguistic methods of delivering content, description, genre and stylistic peculiarities of advertising product.

advertising war, advertising idea, advertising discourse, promotional message, advertising call, advertising statement, visualization of the content, the implication