Abstract
The aim of the study is to provide a psycho-linguistic description of the main nominative units of fear in the texts of social and commercial advertising of city signboards. The scientific novelty lies in the fact that for the first time a comprehensive description of the social and commercial advertising text of a signboard as a special speech genre is presented (by Perm regional factual material); on the basis of a multi-aspect analysis, speech tactics of the efficiency/inefficiency of advertising impact on a consumer are identified; a kind of assessment of the emotion of fear in advertising text by Perm citizens of different age categories is determined. The obtained results have shown that modern advertising text is characterized by the use of an extensive layer of the vocabulary based on the emotion of fear.
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