DIRECT AND INDIRECT INDUCEMENT IN ENGLISH-LANGUAGE ADVERTISING (BASED ON FOOD AND BEVERAGE ADVERTISEMENTS)

Abstract

The article examines the ways of expressing inducement as the main functional task of the texts advertising beverages and food products used as a means of encouraging consumers to take certain actions. Special attention is paid to the comparative analysis of direct and indirect methods of inducement, as well as the ways of their implementation. The authors conclude that the variability of linguistic means in advertising is directly dependent on the communicative situation, the intention of the producent of the message and the intended reaction of the addressee. The modern advertising text tends to give preference to syntactic structures with direct expression of inducement, among which imperative structures occupy a dominant place. At the same time, the number of advertising texts that choose indirect cognitive methods of motivating the consumer is growing. It helps them establish closer personal contact and, thereby, increase the success of the advertising speech act.