Modern Media Text in the Context of Ethical and Linguistic Parameters (Based on Media Advertisement in Sphere of Medicine)

The article deals with modern media space in the context of ethical and linguistic aspects.The purpose of the article is to analyze the ethical component of media texts in modern advertisement of medicines and medical services, to study the conditions for compliance of such media advertising with the principles of ecological thinking and ethical and linguistic standards.The study is based on the popular media, such as Arguments and Facts, Komsomol Truth, Arguments of the Week, etc.The article used a discursive cognitive-pragmatic analysis.It is necessary to adapt professional information to the collective addressee understanding level.The creation of high-quality advertising of goods and services in the field of medicine is determined by the interest of both the producer and consumer.Such advertising should be based as much as possible on ethical and linguistic standards, because their violation (connected with information content and the way and means of presenting information, in particular, the intentional use of manipulative techniques) is destructive.Manipulative medical advertising using incorrect methods, understood as a violation of ethical and linguistic standards, is the most destructive one.The authors identified a correlation between the destructiveness of manipulative techniques and the violation of ethical and linguistic standards mandatory for the analyzed type of advertising media texts.Conditions necessary for the effectiveness of advertising goods and services in the medical field determine the research novelty.The article will be useful in media education sphere: in training media specialists, forming media content and creating media products, media literacy dissemination and as a result media space cultivation are extremely important.