LANGUAGE MEANS OF PERSUASION IN ENGLISH HYPERTEXT

Panfilova Serafima Sergeyevna, Candidate of philological sciences, associate professor, sub-department of English philology, Ogarev Mordovia State University (68 Bolshevistskaya street, Saransk, Russia), scully_ss@rambler.ru

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Background. Globalization has affected all aspects of human life. Consequently, the structure of literary communication has been changed as the number of supplementary texts originated from a basic fiction text has increased. In this connection, it seems rational and fruitful to study the fiction text considering its hypertextual dimension. The aim of the work is to analyze the recurrent text formation components of English hypertext performing the advertising function.
Materials and methods. The study was based on the texts of English praise for fiction books by modern British and American authors. The methodological potential included the lexical text analysis that enables to reveal the recurrent text formation components. The content analysis was applied to study their qualitative characteristics.
Results. The typical language means of persuasion in English hypertext have been studied. In this connection, the author presents three ideonimic comparative patterns of the phenomena realization in English praise for fiction text.
Conclusions. Studying of the text formation peculiarities of hypertexts in modern literary communication reveals the current trends of its development, particularly the global expansion of English fiction text by means of enhancement of the intercultu¬ral component of its hypertexts.

hypertext, literary communication, praise, blurb, persuasion, ideonim, book title.

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