MEANS OF VERBAL INFLUENCE IN ADVERTISING (ON THE MATERIAL OF ENGLISH-LANGUAGE MOVIE POSTERS) Movchan Diana,

The present paper deals with the study of tactics implementing strategy language influence in English-language movie posters. It is considered that advertising posters are oriented on pragmatically focused impact potential viewers, stimulate their interest, persuade them, emotions, feelings or rationality and create algorithm behavior. Motivational strategies proposing, reminding encouraging actions implemented through specifics discursive techniques by selecting tools at structural, phonetic, lexical, grammatical stylistic levels, combinatorics application visual techniques. research finds out, mechanism verbal includes repertoire following tactics: presence an effective slogan, alliteration, assonance, word play, repetitions, omissions, graphic modifications text, symbolization, use imperatives interrogative sentences, contrast, gradation. emphasized posters, which one most means film products, polycode nature, as they created combining nonverbal elements interact complement each other. An important role pragmatic orientation belongs to series, activates attention recipient facilitates procedure perception decoding advertising. underlined main features text general accessibility, social expressiveness. style presentation message subject idea have a communicative motivating nature