Romanyuk S. Speech Impact Means in American Commercial Magazine Advertising in 1925-2010

Object: American commercial magazine advertising discourse 1925-2010. Subject: verbal and non-verbal means of implementing the strategies and tactics of speech impact in synchrony and microdiachrony. Purpose: to determine means of implementing the strategies and tactics of speech impact and reveal their microdiachronic dynamics. Methodology: pragmatic direction of discoursive paradigm of linguistic knowledge; methods include functional, semantic, stylistic, contextual, descriptive, interpretive and statistical approaches. Scientific novelty: it is statistically proved that microdiachronic shifts within the American commercial magazine advertising discourse aimed to improve the impact on consumer; it is classified strategies and tactics of the discourse; it is revealed microdiachronic dynamics of evaluative and emotive means of exerting speech impact. Theoretical significance: contribution to anthropological linguistics: discourse science, theory of speech impact, quantitative linguistics. Practical value: using the results in theoretical courses in lexicology and stylistics, special courses in lexical semantics and pragmatics, in special seminars in speech argumentation, manipulation and suggestion.