The article presents communicative, stylistic and rhetoric facets of the advertising discourse. The purpose of the study is to give consideration to communicative (rhetoric and stylistic) means of the advertising discourse in the role of suggestive practices acting as the mind manipulation. The main objective of such means is to sell goods via mass communication. Communicative impact is based on primary human emotions: joy, sorrow, fear and anger. The central task of the article is to analyze these aspects and their impact on the human conscience in the information transmitting process. Currently, mass communication media makes full use of the mind manipulation to draw attention to the advertised objects. To study such manipulation, the diverse methods are applied: discourse analysis, semiotic encoding and decoding as well as text analysis. When using these methods, we concluded that mod...

The article presents communicative, stylistic and rhetoric facets of the advertising discourse. The purpose of the study is to give consideration to communicative (rhetoric and stylistic) means of the advertising discourse in the role of suggestive practices acting as the mind manipulation. The main objective of such means is to sell goods via mass communication. Communicative impact is based on primary human emotions: joy, sorrow, fear and anger. The central task of the article is to analyze these aspects and their impact on the human conscience in the information transmitting process. Currently, mass communication media makes full use of the mind manipulation to draw attention to the advertised objects. To study such manipulation, the diverse methods are applied: discourse analysis, semiotic encoding and decoding as well as text analysis. When using these methods, we concluded that mod...