communicative pragmatic parameters of manipulative formulas in the advertising text

Background: Advertising communication tends to shorten the use of the language means. This characteristic explains the deliberate usage of such linguistic constructions that primarily influence the potential consumer. The role of advertising has increased in the modern world. Its strengthening intensifies the interest in the study of this social phenomenon among the scientists in various fields. The relevance of the study is obvious due to the fact that the issues of verbal influence on the recipient remains unexplored in modern Ukrainian linguistics. Purpose: clarifying the role of manipulative formulas in pragmatic implementation of advertisement guidelines. Results: This article makes an attempt to define and describe a set of basic communicative and pragmatic properties in modern advertising texts. The research represents main communicative and speech characteristics of advertising texts. The author analyzes the role of evaluation in producing the impact of communicative effect on the recipient. Also it reveals the efficiency of using impact-oriented language means in advertising texts. Discussion: Hidden evaluation of the advertised goods / services is an effective communicative pragmatic tool influencing the buyer. The latent assessment is provided by manipulative formulas (all, million; №1, leader; 100%; professional, expert).