ɋɌɊɍɄɌɍɊɇȱ ɌȺ ɋɌИɅȱɋɌИɑɇȱ ɈɋɈȻɅИȼɈɋɌȱ ɍɄɊȺȲɇɋЬɄИɏ ɊȿɄɅȺɆɇИɏ ɌȿɄɋɌȱȼ Ʉȱɇɐə ɏȱɏ – ɉȿɊɒɈȲ ɉɈɅɈȼИɇИ ɏɏ ɋɌ. Аɧɧɚ Зɚɤɭɬɧɹ Чɟɪɧɿɜɟɰьɤɢɣ ɧɚɰɿɨɧɚɥьɧɢɣ ɭɧɿɜɟɪɫɢɬɟɬ ɿɦɟɧɿ Юɪɿɹ Ɏɟɞьɤɨɜɢɱɚ, ɍɤɪɚʀɧɚ anna.prokopowa@gmail.com Structural and stylistic peculiarities of Ukrainian advertising texts of the late XIXth – early XXth century The article discusses structural and stylistic features of advertising texts published in Ukrainian periodicals of the late XIXth – early XXth century: verbal elements (headlines, the components of the main text, advertising formulas) and non-verbal elements (font types, coloured markers, deictic (pointing) and decorative images, illustrations – logos, drawings, photographs, etc.); non-transliterated and adapted foreign-language tools and more. Analysis of the actual material shows that advertising texts of the researched period containing basic structural elements and stylistic means inherent to the modern advertising as well . However there are a number of differential features: expressive personalized text style (reference to recipients on behalf of a specific advertiser, assuranМОs oП tСО aНvОrtТsОr’s СonОst rОputatТon anН oП tСО СТРС quaХТtв oП oППОrОН products and services; appeal to the national patriotic feelings); availability of encyclopaedic information on technical innovations, instructional recommendations; indication of the means of feedback (mail, telegraph, railway station, specific addresses of offices and shops). Key words: Ukrainian language, history of Ukrainian advertising language, Ukrainian advertising texts of the late XIXth – the first half of the XXth century, stylistics of the advertising, verbal and nonverbal elements of the advertising text, embedded foreign elements in the structure of the advertising text, Anglicism in the Ukrainian advertising language. ɍ ɫɭɱɚɫɧɨɦɭ ɿɧɮɨɪɦɚɰɿɣɧɨɦɭ ɫɜɿɬɿ ɪɟɤɥɚɦɚ ɧɟ ɬɿɥɶɤɢ ɜɿɞɿɝɪɚє ɜɚɠɥɢɜɭ ɪɨɥɶ ɭ ɤɨɦɭɧɿɤɚɰɿʀ ɜɢɪɨɛɧɢɤɿɜ ɿ ɫɩɨɠɢɜɚɱɿɜ, ɚ ɣ ɦɚє ɜɩɥɢɜ ɦɚɣɠɟ ɧɚ ɜɫɿ ɫɮɟɪɢ ɠɢɬɬɹ ɫɭɫɩɿɥɶɫɬɜɚ. ɍ ɪɟɤɥɚɦɿ, ɹɤ ɛɚɝɚɬɨɩɥɚɧɨɜɨɦɭ ɹɜɢɳɿ, ɩɨєɞɧɭɸɬɶɫɹ ɪɿɡɧɿ ɫɤɥɚɞɧɢɤɢ – ɫɨɰɿɚɥɶɧɿ, ɟɤɨɧɨɦɿɱɧɿ, ɟɫɬɟɬɢɱɧɿ, ɩɫɢɯɨɥɨɝɿɱɧɿ, ɥɿɧɝɜɚɥɶɧɿ, ɜɿɡɭɚɥɶɧɿ, ɩɿɞɬɟɤɫɬɨɜɿ ɣ ɩɨɡɚɬɟɤɫɬɨɜɿ. ȼɥɚɫɧɟ, ɧɚ ɧɢɯ ɿ ɫɩɢɪɚɸɬɶɫɹ ɚɜɬɨɪɢ ɪɟɤɥɚɦɢ, ɨɛɢɪɚɸɱɢ ɫɬɪɚɬɟɝɿɸ ɜɩɥɢɜɭ ɧɚ ɩɨɬɟɧɰɿɣɧɨɝɨ ɫɩɨɠɢɜɚɱɚ. ȼɢɛɿɪ ɦɨɜɧɢɯ ɡɚɫɨɛɿɜ ɜɢɫɬɭɩɚє ɩɪɢ ɰɶɨɦɭ ɨɞɧɢɦ ɿɡ ɩɪɿɨɪɢɬɟɬɧɢɯ ɟɥɟɦɟɧɬɿɜ ɪɟɤɥɚɦɧɨʀ ɫɬɪɚɬɟɝɿʀ. ɍ ɫɭɱɚɫɧɿɣ ɥɿɧɝɜɿɫɬɢɰɿ ɜɠɟ ɜɢɞɿɥɹɸɬɶ ɧɚɜɿɬɶ ɨɤɪɟɦɢɣ ɧɚɩɪɹɦ – ɥɿɧɝɜɿɫɬɢɱɧɟ ɪɟɤɥɚɦɨɡɧɚɜɫɬɜɨ, ɡɚɜɞɚɧɧɹɦ ɹɤɨɝɨ є ɞɨɫɥɿɞɠɟɧɧɹ ɦɨɞɟɥɟɣ, ɡɚ ɹɤɢɦɢ ɬɜɨɪɹɬɶ ɪɟɤɥɚɦɧɿ ɬɟɤɫɬɢ, ɜɢɜɱɟɧɧɹ ɫɩɟɰɢɮɿɤɢ ɫɩɪɢɣɧɹɬɬɹ ʀɯ ɫɩɨɠɢɜɚɱɟɦ, ɚɧɚɥɿɡ ɫɢɧɬɚɤɫɢɱɧɢɯ ɩɚɪɚɦɟɬɪɿɜ ɪɟɤɥɚɦɢ, ɜɢɡɧɚɱɟɧɧɹ ɪɨɥɿ ɰɢɯ ɬɟɤɫɬɿɜ ɭ ɞɨɫɹɝɧɟɧɧɿ ɦɟɬɢ ɪɟɤɥɚɦɧɨʀ ɤɨɦɭɧɿɤɚɰɿʀ ɬɨɳɨ Д 12: 47].