Verbal representation of speech effects in social media advertising texts

The article examines the features of the verbal representation of speech effects in advertising texts posted on the digital platforms VK and Telegram and aimed at a youth audience. The relevance of the research is due to the active transformation of media communications in the digital environment, where advertising messages are becoming one of the key tools for influencing the perception, emotional reaction and behavioral attitudes of users. The paper substantiates the role of verbal means as a key tool for attracting attention, building trust and encouraging action in advertising social networks and messengers. It is revealed that VK and Telegram advertising messages differ in the specifics of speech strategies due to the functional features of the platforms: VK demonstrates a focus on expressivity, audience activity and game mechanics of interaction, whereas Telegram is characterized by nativity, trusting tone, brevity and reliance on personalized content. The study confirmed that the choice of verbal and stylistic means directly affects the emotional engagement of the youth audience, as well as the perception of benefits and trust in the advertising message. The findings can be used in the creation of effective texts for the promotion of goods and services, in conducting linguistic expertise of media content, as well as in academic disciplines related to speech communication, advertising linguistics and media linguistics. The analysis showed that VK is characterized by emotionally expressive vocabulary, direct calls to action, and a focus on mass engagement, whereas Telegram is characterized by nativeness, brevity, trusting style, and an emphasis on personal benefits and useful content. Advertising messages from both platforms actively use emotional vocabulary, scarcity creation strategies, expertise, and storytelling, but their intensity and implementation methods vary depending on the platform's functionality. The results of the study confirm that the choice of verbal and stylistic means plays a key role in the effectiveness of the verbal impact of advertising on the youth audience. Platform differences form unique communication models that must be taken into account when creating texts for digital advertising.