LINGUISTIC TOOLS USED TO PROMOTE GOODS AND SERVICES

Abstract

The article is devoted to the use of linguistic tools to attract attention and convince the target audience to perform the actions necessary for the author of media message. The author pays particular attention to linguistic tools used to create emotionally charged images. Among them we can mention such effective methods of capturing consumer attention as metaphors, repetitions and rhetorical questions, as well as rhyming slogans which are easy to remember and easily recognized. In conclusion, it is argued that each of the linguistic tools can be used to achieve specific goals in advertising communication. It is important to understand that the effectiveness of advertising depends not only on the choice of language, but also on the context in which it is used and how well it aligns with the campaign's objectives.