Communication strategies are systematized at the lexical and syntactic levels to express high qualifications, authority, moreover, gaining confidence in the reliability of the advertised product or service from potential buyers. The object of our consideration was an advertising technical discourse - media texts advertising technologies and high-tech products (all smart electronics - computers and smartphones, sensors, eco-friendly lighting, etc.). It contains an analysis of the purposes of expressive means (name, explanation and description of technical characteristics, attracting attention) and the purposes of their use (informing, persuading, suggesting) in an advertising technical discourse, taking into account the psychological need, desire, and interest of the recipient.
technical advertising, communication strategies, impact, semiotic tools, emotive unit, paralinguistic means, emotionality
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