Types of communication strategies and tactics in real estate advertising (based on Internet sites in Perm)

The article analyzes advertising texts covering the real estate market in modern media discourse. The issue of language strategies and tactics of advertising media texts of residential complexes (LCs) owned by authors demonstrating different approaches to this advertising product is considered. Through linguostylistic, functional-grammatical and comparative analyses, a conclusion is made about the choice of the following argumentation tactics as language strategies: emotional, rational and mixed. Emotional tactics are implemented through an appeal to basic human needs: for example, to comfort and coziness (the normal state of a person, manifested in self-care and satisfaction with one’s life); to join the circle of privileged people close to the recipient of the advertising message, etc. Rational tactics involve the use of facts, statistical data, an appeal to reason, and a demonstration of the practical application of the advertised product. A combined (mixed) strategy is implemented by combining various tactics. The scientific novelty lies in the description of the modern advertising text of the residential complex in Perm, based on a multi-aspect analysis of speech strategies and tactics that realize the pragmatic goal of the advertising discourse of the residential complex in the linguistic and cultural space of Perm. In the process of work, such research methods as a descriptive method (collection and systematization of material), a quantitative-qualitative method, and a communicative-pragmatic method were used. The first made it possible to identify the main types of strategies and tactics that reflect the specifics of the commercial product of liquid crystals; the second showed the dynamics of linguistic means influenced by sociocultural factors. Using the communicative-pragmatic method, linguistic and speech units have been identified that represent various strategies of influence and verbalize the advantages of a particular housing complex.