Psychological mechanisms of speech persuasion in English advertising

Leonova Elena, Girina Irina

The article studies the relationship between expressive language means and mental processes underlying speech persuasion, namely attention, memory and emotions. Expressive means of language in advertising are aimed at enhancing the attractiveness of a text and its memorability for the audience while involving all mental processes. In order to effect the target audience, an advertising text must be based on the leading motive, involve background knowledge of the audience and reflect and current social trends.

Keywords:psycholinguistics, memory, attention, rhythm, speech persuasion, image, motive