In this article are described some artistically-linguistic strategies of entitling (in poetry) and naming (in advertising) marking a tendency to the activization of aesthetic function in the advertising text and contributing to the presentation of goods as the topical advertising aim.
The article is devoted to the analysis of the structural features of the poetic text of one of the most specific literary trends - melodrama. The aesthetics of the melodrama industry changes the ideas about the form and content of the poetic work.
