| Summary: | Nowadays, advertising has penetrated into all areas of human activity. Advertising, being a multifaceted and complex phenomenon, is the object of research not only by economists, marketing specialists, sociologists, but also linguists, psychologists, architects. The increased interest in the phenomenon of advertising, of course, has also affected its verbal part in the psychological aspect. In this article we will consider verbal methods of influence in advertising texts, namely, the use of speech patterns of Ericksonian hypnosis. These patterns help not only to increase the effectiveness of the advertising text, but also to influence the consumer's behaviour.
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