INFLUENCE MARKETING IN THE INTERNET DISCOURSE: THE PRAGMALINGUISTIC ASPECT

Abstract

The article reveals processes taking place in the modern Internet advertising discourse. Particular attention is paid to influencer marketing, a new market strategy that is used by companies to promote goods and services more effectively in the era of digitalization. The author analyzes peculiar linguistic features of emphasizing necessary information about goods and services in influencers’ advertising integrations. 3 English-speaking (Nathaniel Drew, Matt D’Avella, Dylan is In Trouble) and 3 Russian-speaking (Snailkick, Anthony Uly, Nastya Jackson) representatives are chosen for consideration. Through a comparative analysis, the most frequent lexical and syntactic stylistic devices used by these representatives in their video blogs on the YouTube platform are identified. The author comes to the conclusion that the English-speaking influencers most often use repetition, asyndeton, gradation, epithet, hyperbole, litotes and personification, while the Russian-speaking influencers prefer rhetorical appeal, repetition, asyndeton, epithet, hyperbole and metaphor. The research results are presented graphically. In conclusion, the applied significance of the conducted research is revealed and the possibilities of using its results in modern realities are outlined.