Özet:

The article deals with the communicative strategy of verbal persuasion practiced in Russian television commercial advertising. The aim of the article is to identify the speech mechanism of persuasive influence. The result proved that verbal persuasion as reasoned substantiation of necessity of purchase of the advertised product implements appropriate communication techniques, verbal tactics, sustainable lexico-grammatical constructions used in speech effects on the communicants. It should be emphasized that the television media product is a synthesis of sounding live speech and entertainment. When applied to advertising, this means that the verbal text of the advertising message is perceived by the audience by ear and makes its way to the consumer through a powerful stream of various visual information. It is revealed that the effectiveness of persuasive influence in television advertising is provided by representative - directive speech statements of pragmatic orientation, containing specific language structures that allow to "push" the addressee to make a purchase.verbal persuasion, communicative strategy, speech tactics, lexical and grammatical constructions

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