Abstract
The article deals with verbal means of persuasion in English advertising. It investigatesmanipulation tactics and features of persuasion in the English ad. Linguistic and cultural aspects ofstyle formation in English and Ukrainian ads are compared in the article
Highlights
Advertisement is one of the human activities
The functions of logotypes are: - actual that attracts people’s attention to the goods; - pragmatic that is achieved within remembering its reference; - expressive that forms emotional image; - informative that lets people associate the motto of the company with its activity
In English and American advertising texts we can notice a lot of things that refer to a personality revealing his character, tastes and individuality: “Exceptional woman”, “Exceptional diamond”
Summary
Advertisement is one of the human activities Advertisement is a very important and delicate instrument on our market. It has significant effect on the customer and makes him get promoted goods or services. The objective of the study is to demonstrate mechanisms of manipulation in English advertising texts by means of using universal promotional manipulation tactics. The actuality of the study is that the advertisement plays an important role in the life of people. It has become a part of our life. The tasks: to study modern ad in English-speaking society; to determine its role and verbal functions, to investigate manipulation tactics in advertising texts, to compare linguistic and cultural aspects of style formation in English and Ukrainian ads
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