Abstract
We investigate hidden comparisons that are relevant for advertising texts, created on the basis of lexical superlatives – marker words with an estimated value of high quality, superiority, originality, uniqueness, ideality, exemplaryness, etc. We show that the use of such hidden comparisons, not related to specific objects or phenomena, with which the advertised product/service is compared, is a striking feature of modern advertising texts. We substantiate that hidden comparisons created on the basis of lexical superlatives, demonstrating the advantages, superiority of the advertised goods/services over all others, increase the persuasiveness of the advertising text, enhance its effectiveness. We prove that hidden comparisons created on the basis of lexical superlatives provide emotional representation of information about the advertised object in the advertising text and perform a text-forming function, forming the dominant meanings of advertising.
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