The collection includes scientific articles reflecting the main results of research into the effectiveness of advertising texts of the verbal-visual type. The sequence of works presented in the collection reflects the author’s logic in understanding the stages of advertising communication, which is based on the principles of perlocutionary linguistics. The effectiveness of a text of a polycode nature is thus examined from the point of view of a complex pragmatic impact on the addressee. The collection presents the author's methodology for identifying the effectiveness index of advertising text. Abstract. Using the example of an analytical description of an advertising message, the article examines the concepts of commercial and communicative effectiveness of an advertising text. Non-verbal components are identified as parameters for assessing effectiveness (structure of a representative series), structural components (compositional and content structure) and verbal components of an advertising text. Key words: polycode text, communicative effectiveness, commercial effectiveness, advertising message, advertising message, advertising message. Abstract. Using the example of an analytical description of an advertising message, the article examines the conditions for the effectiveness of an advertising text. Non-verbal and verbal components of the advertising text are identified as parameters for assessing effectiveness. Key words: polycode text, communicative effectiveness, commercial effectiveness, advertising message, advertising message, advertising message. Abstract. Using the example of an analytical description of an advertising message, the article examines the concept effectiveness of advertising communications. As the most important condition for this kind of effectiveness, the method of presentation of information is considered, where, along with verbal components, non-verbal (structure of the representative series) and structural (compositional and content structure) components of the advertising text are taken into account. Key words: advertising communication, polycode text, effectiveness of advertising text, advertising message, advertising message, advertising message. Abstract. The article raises problems of the effectiveness of advertising text, considered through the prism of perlocutionary linguistics. The reasons for the ineffectiveness of communication in print advertising texts are identified. Analytical descriptions of advertising texts that are least and most successful in terms of effectiveness are provided. the communicative message embedded in them. Key words: advertising text, polycode text, communicative effectiveness, commercial effectiveness, advertising message, advertising message, advertising message. Abstract: The article examines the concept of text effectiveness using the example of an analytical description of an advertising message. As a fundamental component of effective communication, the addressee of the advertising message is considered as a text-forming factor influencing the competent construction of a text of a polycode nature. Particular attention is paid in the article to the dependence of the method of information presentation on the choice of the addressee. Key words: communication, advertising communication, addressee, advertising message, polycode text, text effectiveness, gender. Abstract. The article discusses problems of the effectiveness of advertising text, where the content (internal) structure of the advertising message acts as a condition for successful communication. Using the example of an analytical description of advertising texts, the need to use each element of the internal structure (message, appeal and message) is argued as a condition for effectively influencing the consciousness and subconscious of the addressee and, as a consequence, influencing his consumer behavior. Key words: advertising text, internal (content) structure, advertising message, advertising appeal, advertising message, addressee of advertising text, effectiveness of advertising communication. Abstract. The article raises problems of the effectiveness of advertising communication, considered through the prism of perlocutionary linguistics. As a prerequisite for the effectiveness of printed advertising texts for perfumes, the gender marking of advertising images that actively shape the choice of consumers of perfume products is considered. Key words: addressee of the advertising text, archetype, gender, advertising image, effectiveness of the advertising text. Abstract. The article raises problems of the effectiveness of advertising text, considered through the prism of perlocutionary linguistics. Methods of argumentation in verbal-visual texts are considered as a condition for successful communication. The most popular methods of argumentation in catalogues, addressed to male and female audiences, are analyzed, and the degree of effectiveness of their use is revealed. Key words: addressee of the advertising text, argumentation, rational and emotional argumentation, gender, effectiveness of advertising text Abstract. The article raises problems of the effectiveness of advertising text. A language game is considered not only as a stylistic device to enhance the expressiveness of a text, but also as an effective means of addressing information, since the subject of a language game can only be adequately understood by the addressee predicted by the author of the message. The most common language game techniques used in advertising texts of the verbal-visual type are analyzed, and the degree of effectiveness of their impact on the addressee is revealed. Game techniques are considered not only at the verbal level, but also at the level of the visual image. Analysis of advertising texts using language game techniques is supported by survey results consumer preferences, which made it possible to expand the understanding of the communicative effectiveness of advertising texts, when the perlocutionary effect is achieved, inter alia, through the competent use of original means of addressing information, which include language game techniques. Key words: addressee of the advertising text, means of addressing, techniques language game, effectiveness of advertising text, language game. Abstract. The article raises problems of the effectiveness of advertising text, considered through the prism of perlocutionary linguistics. The use of rhetorical figures in verbal-visual texts is considered as a condition for successful communication. The most popular types of rhetorical figures are analyzed, the degree of their effectiveness is revealed functioning. Key words: addressee of the advertising text, advertising text, rhetorical figures, verbal-visual rhetorical figure, effectiveness of the advertising text Abstract. In the article, for the first time, based on the results of a panel study of respondents, the concept of motivational and reflective advertising effectiveness is introduced. The texts of social advertising were deliberately selected as material for the study, since in this case economic indicators are irrelevant, and the desired effect can only be measured by communicative and psychological criteria. Key words: social advertising, communicative effectiveness, commercial effectiveness, motivational-reflexive effectiveness, shocking advertising, addressee factor. Abstract. The article examines the phenomenon of demotivational posters, distributed on social networks. Their genre nature is determined, tasks and methods of functioning are identified, the goals of organizing the communicative space of social networks are clarified. Key words: motivators (motivational posters), demotivators (demotivational posters), verbal-visual unity, stimulus component, reaction component, synergistic effect, form of art, online humor, means of communication, value-based advertising. Abstract. The article raises problems of the effectiveness of advertising text of the verbal-visual type. Demotivational posters distributed on social networks are used as material for the study, and the degree of effectiveness of their impact on the addressee is determined. In addition to communicative demotivators in advertising texts, which are considered as a genre of value-based advertising, the motivational-reflexive effectiveness of the text also stands out. Key words: demotivational posters (demotivators), value-based advertising, communicative effectiveness, motivational-reflexive effectiveness, synergy of verbal-visual unity. Abstract. The article examines the concept of linguistic synergetics using the example of social advertising texts. Advertising text as a non-linear formation is studied from the point of view of the complex impact of signs of different semiotic nature on the addressee-interpreter of the text. The features of the interaction of these signs and the effectiveness of their impact on the mass addressee are revealed. Key words: linguistic synergetics, contradictive-synergetic approach, contradictions, attractor, bifurcations, system code, text code, polycode text, text projection, focus group method, decoding, interpreter Abstract. Using the example of print advertising texts, the article examines the methodology for assessing the effectiveness of advertising text. The core of the proposed methodology is the principles of perlocutionary linguistics, when the effectiveness of the text is revealed taking into account the decoding of information by the addressee of the message. Since the material for the study was texts of a polycode nature, the methodology is based on a contradictive-synergetic approach. As a method for assessing effectiveness, the method of semantic differential was used, which was applied to the parameters of expert and consumer assessment of the quality of advertising text of the verbal-visual type. Key words: perlocutionary linguistics; advertising text; contradictory-synergistic an approach; effectiveness of advertising text; polycode text; verbal and non-verbal components of the text; addressee of the advertising message; formal and internal structure of advertising text; gender; semantic differential method; efficiency index