Abstract:
The aim of the paper is to study the pragmatic potential of emotion evoking strategies in Modern English advertising discourse. To achieve the goal of the study the following objectives must be met: ✓ to analyze commercial advertising and its key features;
✓ to define communicative strategies and techniques in advertising discourse;
✓ to study technics of emotion evoking in media discourse; ✓ to define emotional advertising and types of emotions prevailing in commercial advertising;
✓ to outline the pragmatic meaning of emotion evoking strategies in commercial
advertising; ✓ to define the polarity of emotional response manipulated in international
commercial advertising.
