PECULIARITIES OF ADVERTISING TEXT ON THE SPORTS.RU MEDIA RESOURCE

In this article the author turns to the analysis of advertising texts presented on the electronic resource sports.ru during the European Football Championship 2024. The analysis of the selected materials results in the classification of genre, stylistic, lexical, morphological and syntactic resources of the advertising text. The author concludes that the advertising texts placed on this resource demonstrate a high degree of adaptation to current events and interests of the target audience. The use of a variety of genre formats, such as announcements, interviews and analyses, allows to effectively attract the attention of readers. Stylistic techniques including metaphors, epithets, hyperboles and others that create an emotional connection with the audience, while lexical and morphological features emphasise the dynamism of the sports context. The syntactic structure of the texts ranges from simple to complex constructions, which contributes to the diversity of information perception by individual target audiences. Thus, the study shows that on the information portal ‘Sports.ru’ advertising texts attract readers’ attention, through various types of information materials about sports events natively inform the audience about the advertised brands, thus contributing to the creation of a positive emotional connection of the target audience from the interaction both with this resource and with the brands integrated in the advertising messages.