EFFECTIVENESS OF SPEECH TACTICS IN ADVERTISING TEXTS FROM FASHION INFLUENCERS

The article presents the results of an analysis of the most frequent speech tactics characteristic of the marketing-oriented subtype of fashion media discourse. The study examines its persuasive and emotionally evaluative nature, which contributes to shaping the recipient’s taste regarding fashion trends, forms, colors, and combinations. Seven speech tactics were analyzed: the tactic of intensification («Emphasis»), personal influence, «Snobbish appeal», hyperbolization, appeal to authority or the majority, and «Image visualization». The effectiveness of these tactics was evaluated through a quantitative survey of 100 respondents aged 16 to 35, conducted among students in St. Petersburg and Moscow. The findings made it possible to identify the three most effective tactics and assess their impact on audience perception and behavioral responses.