Means of Creating Credibility Effect in Commercial Advertising Texts

Abstract

The article deals with verbal means of creating credibility effect in creolized advertising texts. The topicality of the study is explained by the insufficiency of pragmalinguistic and psycholinguistic researches on the problem of implementing manipulation tools and persuasion methods in adverting texts. The detailed description of language means of creating advertising credibility as effect that causes mass consumption determines the originality of the study. Within the frames of the study, verbal means of creating advertising credibility are identified and grouped in four categories: lexical, word-building, morphological, and syntactical ones. The author also determines and describes their functions, which include convincing the consumer of high quality of the item or service advertised, forming a positive emotional background, creating an illusion that the information in the ad is precise, full, and reliable. The results of the study may be used for both academic purposes (in teaching relevant disciplines to undergraduate and postgraduate students, in study guides on mass media communication) and practical use (e.g. in organizing advertising campaigns).