PERSUASIVENESS IN A RUSSIAN-LANGUAGE ADVERTISING TEXT (A CASE STUDY OF THE TELEVISION COMMERCIAL FOR THE BRAND "INDILIGHT")

The article deals with the realisation of persuasiveness (verbal influence) in a Russian-language advertising text. Persuasiveness is regarded as a key communicative feature of advertising discourse, realised through the interaction of the verbal, visual and auditory components of the advertising message. The aim of the study is to demonstrate the analytical potential of N. Janich’s holistic (integrative) model of advertising-text analysis for revealing the linguistic, argumentative and semiotic means of persuasive influence. The material is a television commercial for the meat products of the brand “Indilight” (Rossiya 1 channel). The analysis follows the six stages of Janich’s model — three analytical (extra-textual factors; the structure and form of the partial texts; their content) and three synthetic (the interaction of intra-textual elements; the correlation of intra- and extra-textual factors; the final interpretation of the communicative intention). It is shown that persuasive influence in the text under study is built primarily on implicit argumentation (enthymeme), on the emotional convergence of the ordinary (“lunch”) with the value-laden (“celebration”), and on the complementary interaction of the verbal slogan, the visual sequence and the musical accompaniment. It is established that the commercial pursues not only a promotional but also an image-building goal. The results confirm the productivity of Janich’s model as a tool for analysing persuasive strategies and can be applied in comparative studies of advertising discourse.