Language means of expressing the category of persuasion in the entrepreneurial pitch: based on English media

The paper deals with the analysis of the speech genre of entrepreneurial pitch. The research focuses on the communication strategy of enhancing the persuasive impact, which is implemented in pitches of reality shows such as “Dragon's Den” (Great Britain) and “Shark Tank” (the USA, Australia). The authors highlight the main communication tactics typical of this strategy, in particular, the tactic of referring to success, the tactic of demonstration, the tactic of comparison, the tactic of bringing statistical data, the tactic of forecasting and the tactic of forming an emotional mood. The use of the method of scientific description with the techniques of continuous sampling, classification and interpretation of the material, as well as the method of linguistic analysis, made it possible to determine and describe a set of linguistic means for implementing the strategy of enhancing the persuasive impact. The speaker’s choice of the language means analyzed in the paper is determined by the main goal of the entrepreneurial pitch: the entrepreneur's persuasive impact on potential investors in order to get their support.