THE EVALUATIVE EFFECT OF DESCRIPTIVE ADJECTIVES IN COMMERCIAL AND SOCIAL ENGLISH-LANGUAGE ADVERTISING TEXTS

Khizam Dmitriy Gamilevich

This article examines one of the ways to create a manipulative effect in the texts of English–language commercial and social advertising, namely, the use of descriptive adjectives. The analysis was carried out using empirical and theoretical methods. Their task is to characterize the subject of advertising, instilling in the recipient a certain image necessary for the formation of the recipient's assessment necessary for the addressee. To carry out a successful manipulative act of commercial and social advertising, it is necessary to have tools that can not only inform the addressee, but also cause him to have the emotional response necessary for the realization of the manipulative purpose of a particular advertisement. At the same time, for any advertisement, the factor of assessing the situation on the part of the addressee is important, since it is thanks to it that the recipient's attitude to the subject of advertising is formed. One of the ways to create an evaluation field in which a manipulative act is carried out is the use of descriptive adjectives, the task of which is to characterize the subject of advertising, instilling in the recipient a certain image necessary for the formation of the recipient's assessment necessary for the addressee.

Keywords:advertising text, commercial advertising, social advertising, manipulative influence, evaluative effect