Linguistic means of dialogization of the modern advertising text

The article deals with defining the solution of the pragmatic task of the copywriter to inspire the confidence of the sophisticated reader - the imitation of the dialogue in the monologic advertising text. There are revealed and described the specific means of the successful dialogue between the addressant and the addressee: address, questions, question-answer unity, parenthesis, verbs, repetition, parcelling and small abstracts. The authors identify the traits of the modern advertising text: conversationality, dialogueness, simplicity and dynamism.