Verbalization of the emotional persuasive strategy in the English-language publishing hypertext

Abstract

The study aims to identify the universal and specific parameters of the emotional persuasive strategy in the English-language publishing hypertext functioning within the framework of advertising discourse. The paper examines persuasive tactics and different-level linguistic means of their implementation employed in English-language reviews and summaries of literary texts as specific instances of hypertext practices in publishing discourse. Additionally, a comparative analysis of commercial advertising texts and publishing hypertexts is presented, which helps to determine similarities and differences in the verbalization of the emotional persuasive strategy. The study is novel in that it is the first to identify the tactics of the emotional persuasive strategy in the publishing hypertext based on the English language and to systematize linguistic means implementing these tactics. As a result of the study, it was found that in the process of verbalizing the emotional persuasive strategy in the English-language publishing hypertext, the choice of linguistic means depends on the specific tactic being implemented. It was also determined that the implementation of the emotional persuasive strategy is complex, involving the parallel use of several tactics appealing to the emotional state of the subject.