INFLUENTIAL POTENTIAL OF RECEIVING "ARGUMENT TO AUTHORITY" IN ADVERTISING DISCOURSE

The article is devoted to advertising discourse, which uses the "argument to authority" as a powerful influential technique. The purpose of our article is to find out the influential potential of accepting the "argument for authority" in advertising discourse. The purpose involves the following tasks: to consider the essence of the concept of "argument to authority", to identify the influential features of "argument to authority", to clarify the mechanism of action of "argument to authority", to identify varieties of "argument to authority", to propose a classification authority ».The object of research is the influential load of advertising discourse, the subject - the influential potential of receiving the "argument to authority" in advertising discourse. The mechanism of the principle of action of the designated reception is developed, its influence of a sign is edited, in particular automaticity of reaction in a certain way to the information submitted by "authoritative" persons. Varieties of "argument of authority" are revealed: personalities and symbols of "authority". The classification of varieties of "argument to authority" is offered, where there are two blocks with the corresponding varieties: personalities ("stars", experts, consumers) and symbols of "authority" (brand owner, clothes, attributes and terms). The advantages of receiving an "argument to authority" is that to start the singer's program desire to imitate the leader, which deprives the educational consumer of complex mental operations in the decision-making process to acquire a singer or service. The recommendations of the "authorities" are not subject to criticism, are taken for granted, no doubt, to give authoritative advertising work the fastest. We see a promising study in the further study of the actualization of the motives of prestige and elitism, to be realized in commercial advertising discourse using the technique of "argument to authority".