MANIPULATION AND PERSUASION IN BUSINESS ADVERTISING

The article analyzes the notions of persuasion, persuasive techniques, manipulation, its types, and their application in business advertising. Advertising has covered way from informing a target audience to asking convincing, convincing working out conventional reflexes, our traditional reflexes unconscious suggestion, cold advice projection symbolic image. Advertisers have been consistent making customers perceive picture promoted product consciously then make them buy it automatically.Advertising is so powerful that can form change worldview behaviour people. That why professionals many spheres study investigate phenomenon manipulative potentials term manipulation stands for art managing people's thinking with afocused impact on social consciousness, type psychological influence, hidden inducement people perform specific actions, an invisible socio-psychological control audience.A successful requires exploiting human beings' critical weaknesses, such as limited capability strategic reasoning, little awareness, susceptibility cognitive biases, or potentially indirect pressure.As most effective ones are lexical (descriptive adjectives, clichés, coloured words, emotive inclusive vocabulary, colourful words descriptive language, loaded words; associations connotations, subtexts, anecdotes), rhetorical stylistic (rhetorical questions, argumentation, reasoning logic, evidence: exaggeration, hyperboles, alliteration, metaphors, repetitions, similes, irony, pun) visual (iconic signs, graphs, tables etc.). Combined together they advertisements eye-catching, bright, memorable, informative, thought-provoking, persuasive, manipulative.Creating by borrowing methods psychology quite successful. Psychology inseparable part being activity, including advertising business. knowledge psychology, psycholinguistics, NLP provides better understanding consumers' needs, desires, preferences positively influences company's image profits. At present, is, one hand, organic modern life. With assistance, we find about new products, goods, shops, services. On other means massmedia communication implementing psycholinguistics's practical tactics. To achieve set goals, advertisers use unique language select units create anxiety, fear late missing chance sale.