Means of a professional communicator (reception of a speech effect)
The 21th century abounds with such terms as “business rhetoric”, “business commu­nication”, “marketing communication”, etc. Effective marketing communication involves the use of certain techniques to influence a target group, and skillfully chosen speech means play an important role here. The objective of the politicians, businessmen, PR specialists, etc. is to make a speech that would be persuasive but not too insistent at the same time. This task can be solved by using manipulative speech. It is based on a particular form of organizing a text that makes the addressee take the decision that would be beneficial to the speaker. For example, the speech strategies are widely used in manipulative texts. For example, sensory associative fields can illustrate the above mentioned. Taking into account the phenomenon of sensory associative fields, you can create a variety of matrices, using the principle of building them around the key words (for example, ʻtasteʼ, ʻcolorʼ, ʻsmellʼ), corresponding to certain sensations - tactile, visual, vestibular, etc. Sensus-words are widely used in a figurative meaning, and make the text expres­sive and “perceptible”, forming sensory associations and causing emotions that contri­bute to decision-making consistent with the objectives of professional communicator.