Modern approaches to assessing the effectiveness of the text

Purpose. For scientists studying communication and for specialists who create texts, it is important to understand how you can evaluate the impact on the audience, the result of this impact. In this paper, the author made an attempt to combine practical knowledge in the field of text creation with a scientific approach to studying its effectiveness. Based on the functions inherent in the text, the author considers the very concept of text effectiveness, which is defined differently by different specialists. Different approaches to evaluating effectiveness are used in different communication areas: in journalism, PR, advertising, and literature.