The article is written in support of necessity in studying composition and purpose of the argument for each type of discourse separately. A classification of argument types is proposed for verifying specifics of argumentation within the social advertising discourse, in particular, arguments are divided into rational and emotional, and within each group they split into internal and external. An internal argument is an inseparable element of the thesis, it indicates the internal logic of thought development. An external argument is independent but related to judgment. It is easily extracted from the text with its content. Among the internal rational arguments, the frequency in social advertising demonstrates arguments to reason, interpretation, circumstances and condition. Among the external rational arguments there are facts, information, links to laws and statistics. The most frequent type of the internal emotional arguments is the argument for fear. In addition, there exist arguments to shame, self-preservation, fashion, self-esteem (among threat arguments) and arguments to advantage, benefit, promise, approval, patriotism (among promise arguments). Finally, among the external emotional arguments there are examples, illustrations, patterns, characteristics and an argument for authority. The article presents the argumentative specificity in certain thematic groups of social advertising. Advertising on "Man and Law" covers references to laws, statistics, information imparting, and cause as the most popular rational arguments. The "Health" group demonstrates rational arguments which formally prevail, nevertheless arguments to fear, self-preservation, compassion, and opposition are most frequent among the emotional ones. In advertising on "Culture" dominates emotional arguments with a positive coloring (to benefit, to success, to approval, to curiosity). The "Family" group is marked by objective emotional arguments for sympathy and promise. In the "Ecology" group emotional arguments that appeal to the addressee lead, causing fear of extinction of all living beings, while the objective ones call to assist animals.

The article is devoted to the description of the composition of the means of expression, traditionally considered purely verbal, but used in social advertising in visual and verbal-visual form. The aim of the work is to establish the degree of prevalence of verbal and visual forms of traditional types of figures in modern social advertising and to describe their role in the implementation of the author’s idea. The relevance of the research is due to the increased interest in the study of polycode texts and the formation of the visual stylistics of the text. The material was 4000 posters of environmental topics collected from various media banks on the Internet by a continuous sampling method. The authors conclude that contamination and gradation are used only in visual form in environmental advertising. Contamination consists in combining parts of different images into a single image, which, however, does not receive a common name. Gradation is based on contrarian relations, with its help the transformation of some objects or states into others is shown in dynamics. Verbal-visual techniques include antithesis, parallelism, amphibolism. Antitheses are often based on contextual antonyms, concretized by the presence of an image, and in some cases such antitheses are qualified as quasi-logical. Parallelism can be represented by both verbal and purely visual forms in the form of placing two pictures similar in content on one poster. With the help of amphiboly, a paradoxical meaning is given to the slogan, since the visual and verbal series come into conflict. Finally, only in verbal form are ellipsis and anaphora used. The ellipsis makes the poster text as concise, energetic and convenient as possible for quick reading. Anaphora allows you to emphasize the element of the slogan that carries the main semantic load. The other types of stylistic figures (inversion, frame, chiasmus, etc.) are quite rare in environmental social advertising and generally do not affect the nature of its image system.

The article is devoted to the study of stylistic figures employed to increase the effectiveness of social advertising. The purpose was to describe the figures of speech that are most often used when developing the argumentation of messages. The material was collected from various media banks on the Internet by a continuous sampling method. We have analyzed environmental social advertising posters, more than 4,000 units in total. Stylistic figures are traditionally classified into the figures of addition, omission, transposition, and comparison. The figures of addition in social advertising are represented by various forms of repetitions; the most actively used is anaphora, which helps the author of the text to emphasize the main idea of the message. The figures of addition clarify what has been said, they are a noticeable means of enhancing the expression of the text. Omission figures are much more common. This group includes ellipsis (the most frequent of all the described figures), asyndeton, aposiopesis. The main function of transposition figures is to facilitate assimilation of the thesis of the message: they are mainly employed to place logical accents, required for understanding the thesis of the message. They are divided into symmetrical (chiasm, inversion, parallelism) and asymmetric (parcellation, paronomasia). Comparison figures constitute more than a third of the total number of the figures found, which shows their high popularity on social advertising posters. They are represented in social advertising by identity (periphrasis), contrast (antithesis), alogism (amphiboly), and gradation. This group includes antithesis, which is considered the most frequent and important figure for social advertising since basic alternatives of groups, clusters, rubrics are based on antithesis. The special argumentative value of this figure is that antithesis makes it possible to double the declared attribute, by not only approving the correct behavior model but also simultaneously condemning the wrong one. That is why almost all forms of the antithesis construction are presented in social advertising: alloyosis, acrothesis, paradiastole, etc.

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We describe the forms of intertextuality that are active in the discourse of social advertising. The purpose of work is to establish the types of use of borrowed texts, as well as the ratio of verbal and visual borrowings. The material is 4000 posters of environmental themes, collected from various media banks on the Internet using a continuous sampling method. We conclude that the most frequent form of borrowing is reminiscence (61.5 % of the total number of intertextual inclusions). Here the visual and verbal components are in relative balance: the idea is expressed in words, and the image acts as an illustration and/or eye-stopper. In second place in terms of the number of examples is a citation (28.4 %). Rational (borrowings from legislative acts, scientific works, statements of recognized experts and other official sources) and emotional (statements of famous writers, cultural figures, artists, athletes, etc., containing metaphorical and evaluative elements) are distinguished here. When using this form, verbal quoting predominates. The third position is occupied by allusions (10.1 % of the total number of borrowings). Here, the main burden most often falls on the image, which should evoke associations with the prototext.