Lexical and Stylistic Analysis of Advertising Texts through the Erich Fromm's Philosophy (“To Have or to Be?”) (on the Example of Posts Published in the Official Telegram Channel of Federal Agency for Youth Affairs (“Rosmolodezh”))

Abstract

This article is dedicated to the lexical and stylistic analysis of advertising texts published in the official Telegram channel of Federal Agency for Youth Affairs («Росмолодежь», hereafter Rosmolodezh), in which Erich Fromm's philosophy is traced. The author identifies the category of advertising texts with such telegram posts that contain advertisements of Rosmolodezh’s projects and elements of social advertising. The author analyzes the lexical and stylistic techniques used by writers who create texts for the social network Telegram to influence the target audience (young people of Russia) through the Fromm's ideas «To Have or to Be?». As a result of the study, the author of the article identifies the main linguistic features used by writers in texts to attract readers’ attention in the advertising message.