VERBAL AND NON-VERBAL STRATEGIES AND TACTICS OF COMMUNICATIVE INFLUENCE IN THE TEXTS OF SIGNAGE (ON THE EXAMPLE OF THE NAMES OF COMMERCIAL OBJECTS IN ST. PETERSBURG)

Sun' Cyuczy

The article examines the means of communicative influence in the texts of signage in the linguistic space of St. Petersburg. The article analyzes the difference between the two concepts of "ergonym" and "signboard", also examines the concepts of "creolized text", "speech influence", "communicative strategy" and "communicative tactics", identifies four strategies – "attracting attention", "kindling the addressee's interest in the content of information", "arousing desire have the proposed", "direct motivation to action", and also gives an extensive description of the tactics that ensure the implementation of the above-mentioned four strategies, and analyzes in detail the techniques by which those tactics are carried out.

Keywords:signboard, creolized text, speech impact, strategy, tactics