HYPNOTICALLY ORIENTED APPROACHES IN THE MODERN ADVERTISING DISCOURSE

In the article the peculiarities of hypnotically oriented approaches in the modern television advertising discourse have been investigated. The essence and structure of the concept «trance», the research state of the specified topic in the scientific reception have been characterized. The main types of the hypnotic techniques used in advertising have been determined. The peculiarities of the hypnotic techniques using on the example of television advertising of the trademark «Baschinsky» have been ascertained. The main attention has been given to the essence of the following techniques: showing the trance behavior, the age regression, overloading of consciousness, pattern breaking, the perseveration, appealing to the authority, dispersioning, anchoring.