Some structural features of early print advertisements in Spain (analyzing the strategies of «Floralia», 1928)

The The article analyzes the structural features of the first advertising texts of the Spanish press. The purpose of this study is to analyze the basic formal elements of messages characteristic of advertising cosmetic products, their classification, and to establish connections between the formal and substantive aspects of the advertising text. To achieve this goal, a descriptive, quantitative-statistical method was used, with elements of cognitive, communicative and lexical-stylistic analysis. Advertising messages of the Floralia brand for 1928, published on the pages of the Spanish weekly magazine La Estampa, were chosen as sources. The novelty of the results obtained is due to the use of modern theoretical approaches to early advertising messages that laid the foundations of modern marketing texts. During the analysis it was established that communicative success was achieved due to: a) the use of repetitions of individual structural links, b) the combination of arguments that appeal to the emotions and consciousness of the reader, c) the introduction of stable formulas into the text, similar to speech clichés, d) the use of text within the text, e) taking into account the change in addressing, e) variability in the design of the heading complex and g) manipulation of the consciousness of the addressee with promises of increasing his social status.