This work is devoted to the speech impact of advertising texts, in other words, the language of advertising, the purpose of which is to attract the attention of a potential consumer by making the message as memorable and unusual as possible, lively and catchy, colorful and attractive to a potential listener / buyer. The significance of the work lies in the fact that the author, in the process of analyzing the basic structural elements of the advertising message (slogan and main body), determines the main speech techniques for the influence of advertising texts: expressive means, including metaphors, epithets metonymy, speech turns, paths, various grammatical forms and other forms of influence: nominative, one-part, verb sentences, comparative and superlative adjectives, rhymes, imperative verbs, adverbs, lexical repetition. On specific examples of advertising slogans, evidence is given that the above speech means contribute to increased demand for the advertised product or service. During the study, the author confirms the hypothesis put forward at the beginning of the study: if you skillfully use speech exposure, i.e. to choose words whose harmonious combination lays in the subconscious of a person the information transmitted to him by the manufacturer through high-quality advertising, then such an advertising text can become the key to the success of trade. The work is of great practical importance: the material presented in it can be used by students to improve the culture of speech, improve stylistically differentiated speech, as well as school teachers as methodological material in the Russian language when studying the section «Vocabulary», «Stylistics».