У статті розглядаються мова та стиль написання рекламних текстів у сучасному телеефірі з точки зору їх здатності здійснювати вплив на споживача. Доведено, що за рахунок засобів виразності копірайтери надають рекламованому товару позитивної оцінки, формують привабливий для потенційних споживачів імідж запропонованого продукту та забезпечують певний рівень попиту на нього.
The article deals with language and style of advertising texts in modern television due to their ability to influence on the consumer. Advertising plays an important role in our life. Research and analysis of it caused by the fact that the society of XXI century lives in the time of the latest technologies and brands. One of the most important components of advertising and a means of manipulation is a text. Language advertising is a very interesting and complex social phenomenon. It affects speech, consciousness and activity of the consumer.Creating an effective, influential advertising text, which causes the consumer interest and excites the consumer desire to buy an advertised thing, requires precise selection and successful combination of speech means. The usage of various lexical and stylistic devices in advertising is analyzed in this scientific research. We focus on epithet structures in particular. Different expressive means and devices are used in advertising texts in order to provide success of the advertised product, to create an attractive image of goods, services or ides for potential customers and to ensure a certain level of demand for goods. In order to attract more attention to their products manufacturers and advertisers take into account the power of words, so they use a large number of tropes: epithet structures, metaphors, hyperbole, comparisons. Such lexical expressive means significantly enrich advertising texts, contribute to their easy memorization, maximize the advertising effectiveness. So epithet structures, metaphors, hyperboles, comparisons are important elements of advertising texts that provide the impact of high-intensity on consumers, creating a certain emotional effect, reduce the distance between the object of advertising and its consumer, show the advantages of the advertised product over others, provide the opportunity to influence on the minds of the audience. As a result, these means embody the ad idea, inspire consumers to the desired view, call to action, and thus motivate to purchase goods or services.
