SOME FEATURES OF THE LATVIAN LANGUAGE OF ADVERTISING

The paper examines the formation of Latvian advertising today. The paper deals with phenomena such as compression of information in Latvian advertising, personalization, inclusion, elements of graphic design in written texts and expressive language means. Different types of advertising use language devices somewhat differently; however, the trend to develop the use of language in advertising is common to all types. The use of language in advertising is determined by various factors – time, space, and an understanding of culture and language in general by people who create advertisements. Badly written advertising texts that often are hidden translations from English do not foster the interest of consumers. However, a positive multicultural impact benefits the development of the Latvian advertising language.