Presuppositions in communicative strategies of advertising mini texts

Problem and purpose.The article is devoted to the study of advertising discourse, pragmatics of mini-texts and speech manipulation. The goal of the work is the analysis of speech means of influence, namely, identification of communicative strategies and tactics imple-menting them, description of the role of presuppositions in the mechanism of influence on people's actions. Methodology.The empirical material was samples of advertising discourse from the social network Facebook. With the help of functional analysis, the communicative strategies used to influence the readers were distinguished. Both separate speech tools on the lexical, syntactic, stylistic level, and their combined effect and design of communicative strategies and tactics were identified. Results. As a result of the research, the authors managed to classify communicative strategies of latent impact and highlight the following: manipulation of reputation, manipulative emphasis, manipulation of stereotypes, manipulation of implicit meanings. It was based on the criterion “object of manipulation”. As it turned out, feelings, social stereotypes, distorted accents, narrowing of attention, as well as the features of the struc-ture of natural language, which allow presenting facts in a certain light can be the lever of hidden influence. One of such tools is presupposition. The authors emphasize that presuppositions promote the display of a wider palette of implicit meanings in a more concise verbal form that is an advertising mini-text. This allows forming a more positive, high-quality image of a product and attracting the attention of the buyer. Conclusion. Understanding of the pragmatics of the advertising text, objects of manipulation (appeals to stereotypes, schemes of simplified behavior, tendency to narrowing attention, etc.) is a necessary skill of modern man that the object of advertising influence. The article describes typical communicative behavior management strategies. The authors come to the conclusion that further study of the nature of speech manipulation and its neutralization is necessary.