Функционально-прагматические особенности использования приемов языковой игры в дискурсе англоязычной баннерной рекламы в сети интернет

The article presents the main results of the research aimed at defining the role of language game methods in implementing the pragmatic function of advertising discourse on the Internet. The article considers the key features of language game in the English-language banner advertising discourse. The importance of language game methods in the image formation of the advertised product, the perception of advertising by the addressee and the influence of banner advertising discourse on target audience are substantiated.