ДИСКУРСИВНЫЕ ПРАКТИКИ ВЫДЕЛЕНИЯ ВЕРБАЛЬНЫХ КЛЮЧЕВЫХ ЗНАКОВ МЕДИАТЕКСТОВ AD QUAESTUM

The paper defines the notions “discursive practice”, “key sign” and “Ad utilitatem media text” (socially-important texts). Ad utilitatem media texts are the texts whose goal is to inform or manipulate an addressee to get some social benefit. Ad utilitatem media texts are beneficial or lucrative texts made by an addresser in interest of or by mass media on request of addresser, the goal of which is to manipulate an addressee to get some personal benefit; they include PR publications, commercials and political ads. The important features revealing the nature of the text include evaluation of its key signs (double-sided material and units of different semiotic nature representing the key meaning of the text). Based on corporate media, which are usually sponsored, optimized and selected, we show the specific features of Ad utilitatem media texts. The paper “Ekaterinburg State Academic Opera and Ballet Theatre” is studied. The aim of the newspaper is to create a favorable image of the theatre. The main features of the paper from the stylistic point of view include: genres (the most frequent are notes accompanied by color pictures, short reviews, interviews with actors, photos and reviews of tours); narrow topics concerning profession; posh style of publications; many terms and evaluative words.