IMAGITIVE ADVERTISING: MEASUREMENT OF EMOTIONAL INFLUENCE (ON THE EXAMPLE OF ADVERTISING OF PERFUMERY)
In article the typical discourse practices used in advertising texts at positioning and advance of objects of perfumery are considered. In the discourse of perfumery advertising informing about real consumer properties of a product is almost impracticable task that causes the appeal of the sender to a format of imagitive advertising - advertising in which the emotional component plays a key role. The author considers methods of creation of an emotional image in perfumery advertising, researches the basic strategy of communicative influence used in promotion of products of this commodity category.