HIDDEN ADVERTISING AND ITS LINGUISTIC EXPRESSION IN ARMENIAN REALITY

Advertising as the most widespread phenomenon covers all aspects of human life by playing a guiding role in modern reality. It requires complete and comprehensive scientific research. It should be noted that the study of both explicit and hidden advertising is of great importance, especially from a linguistic point of view. Today’s media (where advertising in all its manifestations is predominantly expressed), influences on human thinking and especially linguistic thinking.The article is devoted to the study of the linguistic expression of hidden advertising based on data from world experience, by localizing the advertising content to Gyumri dialect.As factual material, we have used proverbs and sayings that were especially popular in Gyumri, as well as slogans and expressions containing advertising information, videos and signs emphasizing dialect expressions, without excluding other examples from Armenian reality in general.