Language influence in the texts of modern advertisement

The article is devoted to the analysis of the methods of language manipulation in modern advertising, that has influence on language consciousnes of society, its socio-cultural informational development. The main aspects of the investigation are: to ascertain the place of television advertising in the mass media, specificity of advertising argumentation as a separate type of functional communication, to analyze the language recourses of advertising texts, characterized by dynamics, tendency to functional and stylistic transformations. Psychological tactics and specific means of advertising emotional influence are reviewed and illustrated in the article. Processes of words’ transformation in the advertising text are dictated by the nature and functional potential of the mass communication sphere.