The Discourse-Analytical Approach Application in Commercial Advertising Study

Abstract

The article contains a comparative characteristic of modern discourse analysis methods. The study of non-verbal communication elements is of particular importance in the context of constructing social practices. Such studies require from a sociologist the ability to recognize signals. The author considered a number of schools and trends that have been established as independent research practices with their own methodology. Each approach is characterized by theoretical references, including a special understanding of discourse, discourse and social practice. The use of these theories allowed to determine the optimal theoretical and methodological scheme for the study of social consumption practices and their constructing in the modern commercial advertising field.