Research potential of financial texts in the media space

Abstract

Financial texts, in particular financial advertising texts, form a segment of mass communication, which combines information, persuasion and regulatory limits of expression, and therefore it is here that it is most clearly visible how linguistic formulas work in the mode of trust, risk and responsibility. Financial texts in modern mass communication increasingly function as an infrastructure of interaction between the institution and the addressee, since such texts combine advertising persuasiveness, information disclosure of conditions and regulatory requirements for transparency. The material of financial advertising in Ukraine gives grounds to consider it as a representative segment of financial discourse, within which trust and distrust are modeled, an image of institutional reliability is constructed, and tactics of "profitability" are implemented through concise formulas and compositional solutions. 
The regulatory definition of advertising in the field of financial services, as well as the requirements for information provision to clients, transfer the analysis from the level of general impressions to the level of verifiable parameters: clarity, completeness, consistency and visibility of key conditions. 
The article offers a description of research approaches to financial advertising (functional-stylistic, cognitive-discursive and legal-linguistic), specifies the criteria for corpus selection, and outlines linguistic markers of influence that are manifested in imperative constructions, temporal "accelerators", guarantee formulas, presuppositions and "small text" mechanisms. 
The innovative potential of financial texts is associated with the growth of digital genres, interface communication, as well as with the entry of sustainability and ESG vocabulary into the field of financial legitimation. The conclusions are focused on the integration of linguistic analysis with the regulatory logic of information disclosure and with ethical safeguards against deceptive practices in financial advertising.