COMBINATORIAL POTENTIAL OF SPEECH ACTS IN THE REALIZATION OF THE AIDA MODEL IN ENGLISH COMMERCIAL ADVERTISING TEXTS

Abstract

The article studies a problem of speech influence on the target audience of English commercial advertisement. The article reflects the implementation of the AIDA model. This model is a universal text marketing model that maximizes the influence on the behavioral response of the consumer. The name of the model is derived from the first letters of the words denoting the sequence of the influence of advertisement on the consumer’s personality: Attention → Interest → Desire → Action. The article shows the variability of combinations of speech acts in the realization of this model. Considerable attention is paid to realization of individual elements of this model. It is revealed that individual elements of this model can be realized by various speech acts. The element A (Attention) is realized by representatives, expressives, directives, interrogatives, and commissives. The element I (Interest) is realized by representatives, interrogatives, commissives, and directives. The element D (Desire) is realized by representatives, commissives, and directives. The element A (Action) is realized by directives, commissives, and representatives.