These considerations are developed within the cognitive approach to language study. They represent
an attempt to discuss the mechanisms of language used by writers to achieve a persuasive
impact on the recipient (by inducing emotion, influencing the recipient’s consciousness, imagination
The article characterizes linguistic actions which are intended to influence the decisions of
customers by imposing a particular vision of reality on them. Undoubtedly, the use of appropriate
lexemes (borrowings, technical vocabulary) and syntactic structures (causal structures between
compound sentences, subordinate conditionals) belongs to this type of strategy.