Emotion Evoking as an Effective Tool of Advertising

Abstract

The purpose of the study is to identify and characterize the aspects of influence on human consciousness that highlight the relationship between language and consciousness when it comes to understanding, perception and interpretation of text and/or image. To achieve this goal, it is necessary to fulfil the following tasks: - define the concept of advertising, its types, types and functions; - on the basis of the selected and studied literature to reveal the specifics of pragmatic manipulation of human consciousness; - to reveal the specifics of emotional influence on the example of the analysis of experimental material from the standpoint of various aspects (Qualitative Emotion Analysis).