Constructive Technigue of Dialogization in the Verbal Supertext of Internet Advertising

The article presents the results of a cross-sectional analysis of advertisements posted on the Internet in the period from February 1 to March 31, 2025. The tools of creating a polycode creolized text of internet advertising are marked. A verbal supertext has been identified for a special study. The article proves that the strategically set attitude of the advertiser-addressee to feedback from the target recipient determines the use of the constructive technique of dialogization. The effectiveness of communicative interaction is supported by a referral apparatus developed by the authors of the advertisement, which provides thematic certainty of communication, the tone of which is set by a system of speech tools of expressiveness. It is established that the feedback foundation is formed based on a supertext paradigm of nominations united by the axiological constant «benefit». The means of dialogization are revealed, including appeals, forms of the informal/formal relationship. The functions of the presentation replicas of the collective and the individual advertiser-addressee, as well as the functions of the initial incentive replicas, are systematized. The article also describes the types of constructed question-and-answer dialogical units. Their goals are to smooth the communicative hierarchy and make it possible to clarify the requests of the target recipient. During the analysis, the authors noted vulgarisms that violate the conventions of the national linguistic culture.