Abstract: The language of print advertising abounds with pragmatically-motivated phraseological units (PUs) such as: idioms, metaphors, slogans, proverbs, etc. In order to draw the reader’s attention, advertise...

Abstract: The paper is an attempt to show that a discourse type can in itself be an analytic determinant, i.e. that it can effectively dictate methods of investigating it. This claim is illustrated by a study o...