Thе paper discusses the strategies of persuasion in contemporary marketing communication and advertising discourse. The paper is organized into two parts. The first deals with the problem of modeling of message comprehension in this discourse. The second part deals essentially with the various communicative techniques of language play as tool of persuasion in aspect of understanding them by target audiences of marketing messages.
Paper Outline. 1. Marketing communication campaigns and message processing models. 2. Play devices in advertising and marketing communication: The nature of play in marketing communication; Language play; Play devices and "selling power" of advertising; Language play techniques in advertising. 3. Conclusion