Credibility as a means of persuasion in advertising discourse

The article deals with credibility as a means of persuasion in the discourse of an advertising campaign. The article notes that credibility of a product for the target audience is of importance for the advertiser. It is underlined that some advertising products do not have property or quality as declared. To determine the confidence of style the author introduces the concept of advertising style and focuses on its interaction with other styles: touching, humorous, epatage. The examples of videos, advertising in print media and outdoor advertising are seen as means of persuasion credibility. The advertising is characterized by involvement of actors, sport stars, famous TV presenters. A successful advertising campaign is created by acting, charisma and charm. Popular advertising of the nineties, advertising of provincial TV stations, modern advertising with the stars became the empirical basis of the article. The article shows that the confidence in advertising is to increase sales of products to the relevant target audience. Some images of actors and their play in commercials are examined.