THEMATICALLY DETERMINED VARIABILITY OF PERSUASIVE STRATEGIES AND TACTICS IN ENGLISH-LANGUAGE ADS

Abstract

The work deals with current issues of linguistics of the text, namely the text of English-language advertisements, and is dedicated to the variability of persuasive strategies and linguistic tactics at all levels of text organization. The research is based on the works that study the cognitive approach to the research of methods of speech interaction and ways of structuring a speech message. The purpose of the work is to provide linguistic analysis of the language techniques used in advertisements in order to identify the language features of the implementation of persuasive strategies that are determined by the subject of the ad, the characteristics of the advertised product and the target audience. The author comes to the conclusion that all advertisements are characterized by the same general communication strategy, but differ from each other in the combinations of secondary persuasive strategies, which is reflected in the variability of the use of language techniques at the phonographic, morphological, lexical and syntactic levels of the text.