STRATEGIES OF THE ENTERTAINMENT DISCOURSE BASED ON THE BRAND ECOLOGICAL HOLIDAYS IN THE REPUBLIC OF BELARUS

The article is devoted to the research of the Russian entertainment discourse. In the article an analysis of news materials in Russian is carried out. The materials contain information about brand holidays in the Republic of Belarus with the aim to determine the communicative strategies, that are used for the achievement of the main goals set by the authors of the news articles. As a result of the research the terms “brand holiday”, “territorial brand holiday” are defined and the communicative strategies and tactics of the entertainment discourse in Russian are identified, as well as the lexical means of explication of these strategies and tactics.