GOOD LUCK LETTERS AS MANIPULATION FORM OF MASS CONSCIOUSNESS

The article is devoted to the analysis of "good luck letters", epistolary texts representing special type, in aspect of their manipulative properties in relation to mass consciousness. The initial thesis on the alchemic of the word − sounding and written. The forms and ways of realization of manipulative communicative strategy are shown on a concrete speech material. It is shown that in this case speech means act as main instruments of achievement of pragmatic effect (in the first turn − lexical).