LINGUISTIC IMPLEMENTATION OF THE STRATEGY OF ARGUMENTATIVE IMPACT ON THE ADDRESSEE IN THE ENGLISH ADVERTISING DISCOURSE

Abstract

The article is devoted to the analysis of the speech implementation of the strategy of argumentative impact on the addressee in the English advertising discourse, which is a combination of peculiarly organized texts, which according to the type of speech impact are conditionally divided into informative, argumentative, suggestive and manipulative.
The strategy of argumentative impact is to convince the addressee of the feasibility of choosing a particular product (service), based on the use of rational and psychological arguments and is implemented through appropriate tactics. Tactics of creating a logical chain involves the use of logical arguments aimed at highlighting the important properties of the product (service). Tactics of detailing is a thorough description of the positive characteristics of the product (service) with the involvement of factual information. Tactics of motivation is to highlight an important motive, because it is the motive is an internal psychological state that motivates the individual to take action.
Typical linguistic and stylistic means of implementing tactics of argumentative strategy are usually the use of neologisms to denote favorable arguments to the addressee, numerals with specific clarifications, syntactic constructions with subordinate causes, goals, modes of action, expressing logical arguments, sentences with homogeneous components.