ADVERTISING AND THE NATIONAL MENTALITY: USING STRATEGIES AND TACTICS

The article analyzes the language of the advertising text in the aspect of effective choice of strategies and tactics of influence, providing ways of singling out the advertised object from other competing objects and accentuating it on the most attractive, symbolic, brand properties of the target audience. The choice of strategies and tactics is a prerequisite for creating an advertising text, as it is at this stage that the process of determining the main properties of the advertising object, establishing its main quality, understanding the purpose and contrasting it with other competing objects takes place. Types of strategies and tactics used in modern advertising are diverse. The article analyzed the main ones and the most frequently used types. In particular, the specificity of application of positioning and optimization strategy, strategy of attracting consumer attention, tactics of reorientation, tactics of goal substitution, tactics of transformation, tactics of reproduction of motivation is shown. Some of the considered strategies and tactics appeared relatively recently, and some of them half a century ago, although none of them can be called obsolete. In today's market, it is necessary to use what is appropriate.

The article also considered the features of the linguistic expression of the national mentality, and thereby the transmission of Kazakh national values, in the advertising discourse, more precisely in the advertising of cars and business-class apartments. Thus, the axiological dimension of Kazakhstan advertising messages, which establishes the hierarchy of modern society's values, became interesting.

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