Keyword: «desired impression»

This scientific article is devoted to the analysis of lexical manipulation tools used in street advertising in the city of Yakutsk. The purpose of the study is to identify lexical techniques and methods that are used to influence a potential consumer and form his preferences in the field of consumption.The study analyzed a significant number of advertisements placed on the streets of the city of Yakutsk. The lexical units used are studied in detail, such as emotionally colored words, words and expressions associated with success, prestige, achievements, common words, words that create a sense of urgency and necessity, as well as the use of comparisons, oppositions, means of visual expression (metaphors, epithets). The results obtained are of practical importance for specialists in the field of advertising and marketing, since the study of lexical manipulation tools will help them create and distribute advertising messages more effectively. In addition, the study will allow linguists and sociologists to better understand the process of shaping human behavior and decision-making in an information society.