COMPARISON AS A MEANS OF EFFECTING IN COSMETICS ADVERTISING

The article is devoted to the analysis of means of linguistic manipulation in the advertizing copy. On an example of cosmetics advertizing, the author considers possibilities of a traditional tripartite comparative construction, and the lexical and syntactic means used for expression of comparative and superlative meanings. In the focus of author’s attention ? is the features of a choice of object and comparison parameters as these components in many respects determine the potential of impact of comparison in the advertizing copy.