Linguistic Manipulation of Image Advertising: Some Linguistic Characteristics of Advertising Text

   The article is devoted to the study of the linguistic manipulation of image advertising.

   The importance of advertising communication, the need for deeper understanding of the mechanisms of speech influence and linguistic means used in advertising determine the relevance.
   Despite the amount of scientific literature devoted to various aspects of advertising, the issue of integrating knowledge into a complex model containing information about both the mechanisms of linguistic manipulation and the specific expressive means of language remains insufficiently studied, which defines the purpose.

   The objectives are the consideration of the linguistic manipulation in advertising, analysis of the model of cognitive-psychological influence of advertising texts on an individual, as well as the study of the linguistic characteristics of advertising text and, in particular, expressive means, aimed at intensifying the process of linguistic manipulation.
   The communicative influence of image advertising is carried out by influencing the knowledge and attitudes of an individual towards an object of advertising, determining their predisposition to change consumer behavior. In addition, the complex character of the linguistic manipulation of advertising text is developed at all levels from phoneme/grapheme to a sentence, and the leading role in the linguistic manipulation belongs to the interaction of cognitive spheres and associative connections formed in the individual lexicon of a person. The analysis of image advertising texts shows that language expressive means used in advertising are actively used for explicit and/or latent influence on audience, creating and / or transforming associative connections and internal images of an advertising object in the individual lexicon.

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