The manipulation of the advertising discourse: rhetoric and stylistic aspects

Abstract

This type of communication is presented in the form of brand advertising messages on the eve of various holidays or events linking a product with them. Online platforms and applications commercials are getting the significant evolvement in the TV advertising discourse. Online advertising drags TV content consumers into digital communication. Eventually, it should be emphasized that advertisers exert influence on the discourse as well as develop the advertising communication and, consequently, affect the recipients’ emotions. Consumers, in turn, guided by emotions, make a choice in favor of a particular product.