POETIC AND EMOTIVE IN NON-POETIC, OR ABOUT “SPARKS OF EXPRESSION” AND “REFERENTIAL ILLUSIONS”

The author, observing the ways of including emotives in non-poetic communication, considers the discursive register of emotions in the movement from poetic to non-poetic communications. In the article, the poetic function of language is widely understood, and this allows us to talk about the “poetic in the non-poetic” on the example of advertising texts. Poetic texts used in advertising are one of the manifestations of the “poetic”. They perform a poetic function, which indicates the focus of attention on the message for the sake of the message itself, are used as a precedent text, as the most memorable form, and also as a basis for creating referential illusions, which are understood as an inaccurate, distorted correlation of linguistic expressions with reality. The author considers the advertising text as a pragmatically oriented text, the main intention of which is commercialism. In accordance with this, advertising organizes the discourse in such a way as to surprise the reader and cause him a complex of emotions on the principle of “not to reason, but to feel”. If in poetry emotions convey a huge number of emotional states, then outside of poetry only the segment of emotions that is associated with consumption (emotions of pleasure, satisfaction of bodily needs) is cultivated. Advertising shows the maximum possibilities of simulating emotions, attributing value to everything that is advertised.