Stylistic Means of Expressing Manipulative Influence in the Advertising Texts

The present article is devoted to the study of the effectiveness of the manipulative impact of the advertising text on the recipient through the use of artistic techniques. One of the primary instruments of advertising is the slogan, defined as a concise and memorable phrase employed by a brand to accentuate the distinctiveness and worth of its products or services. Advertising represents a significant and pertinent subject within the domain of linguistic research. Advertising and advertising text are distinct from other forms of communication due to their specific linguistic characteristics. In addition to their psychological and marketing peculiarities, they have the potential to be studied within the framework of linguistics. Advertising can be defined as a phenomenon that is designed to attract the attention of potential consumers and positively impact their perception of the advertised product. The most effective form of advertising is that which is characterized by a high degree of communicative expressiveness and pragmatic content, and which takes the form of an advertising slogan. An advertising slogan is defined as a concise text that expresses the key essence of the product or service being promoted. The purpose of the slogan is to create a vivid and memorable image that will ensure recognition of the advertised product in the market.