Analyzing the use of stylistic techniques in advertising texts in order to attract new customers on the example of advertising «Tasty and Dot»

according to Rosstat the Russian economy has developed sufficiently in recent decades to offer customers a wide variety of goods and services. Nowadays, it is not the customer who adjusts to the market offer, but producers strive to capture and retain his attention. With the development of consumer society, the problem of conscious use of existing resources has become relevant. The first step towards its solution is to understand the techniques and methods used by manufacturers to attract customers. Such methods are not only a colorful advertising campaign, but also speech turns, means of expression. Directly or indirectly they affect the person’s psyche and encourage him to buy a product that he may not need. The main problem is the lack of appreciation of the role of stylistic techniques in the process of creating the intention to purchase particular goods. The purpose of this article is to consider this regularity in practice. The paper considers the peculiarities of publicistic style, the specificity of stylistic devices in advertising texts. These techniques are analyzed on the specific example of advertising of fast food restaurants «Tasty and Dot». The article proves the dependence of a sharp increase in the popularity of the restaurant chain and a competently built advertising campaign. This confirms the importance of stylistics in the psychology of consumers and the formation of loyalty to a new product.

functional varieties of language, stylistic technique, advertising text, means of expression, journalistic style, consumption