Abstract
The presented article examines the nature of the advertising text, its structure and main components. The features of the advertising slogan and its influence on the psychology of a potential buyer are also studied in detail, paying attention to vulnerabilities in the psychology and interests of the buyer. In addition, the article analyzes the language of advertising, highlighting five properties of products and describing the features of their presentation in advertising. An extensive analysis of the structure, features and psychological impact of advertising messages on the target audience is presented. The characteristics of advertising in relation to the psychological characteristics of a potential buyer are analysed, and the advantages of using a creative approach and allusion in advertising to create a memorable advertising message are revealed.
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