RATIONAL AND EMOTIONAL IN MODERN ADVERTIZING TEXTS
The problems of persuasiveness of speech which is rather acute for both psychology and linguistics, is discussed in the paper with the usage of advertising texts in the sphere of real estate sales pitch.The discourse of advertising is studied by methods of stylistics and introspective psychological methods. The texts under analysis are abundant in colorful epithets and antitheses and among syntactical stylistic effects; we register the prevalence of parallel constructions.