Rеva N. S. Vocabulary of magazine cosmetics advertisments (in terms of English media discourse)
Keywords:headline, main ad text, slogan, echo-phrase, verbal logo, prescripter, ad text, lexeme.
This article deals with the vocabulary of compositional-semantic blocks of the magazine
advertisements in terms of English media discourse. The types of the lexemes in question are being
classified; their polyfunctionality in ad texts is being analyzed.