ПОЗНАВАТЕЛЬНО-ПРОСВЕТИТЕЛЬСКАЯ ИНТЕНЦИЯ В ТЕКСТАХ РЕКЛАМЫ И БИЗНЕС-PR: ФУНКЦИОНАЛЬНАЯ НАГРУЗКА И ЖАНРОВОЕ ВОПЛОЩЕНИЕ

The article is devoted to the expression of informative and educational meanings in the sphere of applied communications. The author shows how the satisfaction of cognitive needs of the addressee helps to influence the target audience more effectively. The article examines how informative and educational elements are incorporated into the texts of different advertising and PR-genres