Features of speech influence in advertising educational services on the Internet

The article is devoted to the features of speech influence in online advertising educational services. Educational a type aimed at promoting services, which aims form addressee’s belief need use services advertised institution. It argued that specificity pedagogical discourse determined by goal setting, importance offer recipient, characteristics object and difficulty carrying out manipulative due verifiability result. Informational, admonishing, reminiscent ads are highlighted. Pedagogical characterized specific methods tactics. Among influence, most effective method persuasion. No less important role played inducement, suggestion imitation. A characteristic feature active logical arguments when creating arguments. Using emotional helps increase impact an advertisement’s message. By influencing consumer’s emotions, addresser offers not only but also positive emotions. When building argument advertising, emotional-evaluative vocabulary used primarily arouse emotions associated with institution recipient. has been frequent means evaluative expressive coloring, verb imperative mood, rhetorical expression, above all tropes figures. reveals texts sphere have large number syntactic constructions figures (first all, repetition, question-answer constructions, appeal, exclamation, antithesis). Manipulative frequent. In text, two main tactics distinguished: manipulations based on weaknesses needs.