ON THE USE OF NON-VERBAL MEANS OF INFLUENCE IN THE TELEVISION ADVERTISING OF MEDICAMENTS
In this paper, the author analyzes the communicative strategies in the television advertising of medicinal products, the use of paralinguistic means, such as facial expressions and gestures of the actor, the tone of voice. we consider one of the ways to overcome the skepticism of pharmaceutical advertising is the perception by the use of fiber-kinesthetic nonverbal system that allows, in turn, create a manipulative picture of reality, which, on the one hand, the focus on a subconscious psychological impact on consumers, and on the other - create an image of a reality that is completely subordinated position of the author and the author´s point of view simulates the advertised item. Mimics shows genuine emotions, which are rapidly changing and it is much easier to influence the consumer of goods advertised.