LINGUO-RHETORICAL EXPLICATION OF SPEECH EMOTIONS IN ADVERTISING

Abstract

Abstract. The article explores advertising appeal as a special genre and
rhetorical phenomenon. Advertising text is a communicative unit with a special
structural and semantic organization. The objectives of the study are to identify the
compositional, linguistic and rhetorical parameters of this text, as well as to study
the impact on the mass addressee using cognitive, pragmatic and rhetorical
strategies, tactics and techniques.