The discourse of pharmaceutical advertising under legal regulation: linguistic tools and pragmatic strategies
https://doi.org/10.17021/2712-9519-2025-3-24-33
Abstract
The article presents a pilot study of linguistic and extra-linguistic means used to find a compromise between advertising objectives and legislative restrictions. The material was printed advertisements directly on the packages of medicines and dietary supplements, as well as video clips on television and the Internet. It is shown how the requirements of the law “On Advertising” encourage advertisers to use linguistic and extra-linguistic means of indirect communication, mainly tropes. It is noted that tropeic techniques apply not only to the textual, but also to the visual component of advertising. The obtained results can be used in the formation of marketing strategy of a new drug or dietary supplement.
About the Authors
N. I. Danilina
Saratov State Medical University named after V.I.Razumovsky
Russian Federation
Russian Federation
Danilina Natalya Ivanovna – doctor of philology, professor, department of Russian and Latin languages
Saratov
L P. Prokofyeva
Saratov State Medical University named after V.I.Razumovsky
Russian Federation
Russian Federation
Prokofyeva Larisa Petrovna – doctor of philology, associate professor, head of the department of Russian and Latin languages
Saratov
K. M. Salnikova
Saratov State Medical University named after V.I.Razumovsky
Russian Federation
Russian Federation
Salnikova Karina Mikhailovna – second-year student of the Institute of pharmacy, preventive medicine and biomedicine
Saratov
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Review
For citations:
Danilina N.I., Prokofyeva L.P., Salnikova K.M. The discourse of pharmaceutical advertising under legal regulation: linguistic tools and pragmatic strategies. Linguistics & education. 2025;5(3):24-33. (In Russ.) https://doi.org/10.17021/2712-9519-2025-3-24-33
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