The value aspect of linguistic means of expressing persuasiveness in English-language sports advertising

The value aspect of linguistic means used to express persuasiveness in English-language sports advertising is highlighted. The choice of linguistic means which is determined by the effectiveness of the impact of advertising texts is considered. The purposeful formation of value attitudes of the audience by means of advertising texts is revealed. Conclusions about the need to take into account the context of advertising communication, which determines the strategies of persuasive influence in sports advertising, are made.