Evaluation as a Characteristic of Political Discourse (Based on the Material of American Political Advertising from 1952 to 2016)

Nowadays, political communication is analyzed through the prism of discourse, as it emphasizes the realization of speech impact through language expression, including the evaluation - the discursive characteristic of political advertising, which we will explore. Since an ordinary voter, to whom political advertising is directed, does not have special linguistic knowledge in recognizing the implementation of speech impact, our work contains scientific interers. The relevance of this work shows that now, as never before, political advertising is an integral part of political life. The genre of political advertising plays a key role in the process of speech impact, as it blocks the media as sources of information and ratings, leaving them the role of a conductor of information and tools for implementing speech impact. The purpose of this work is to identify, describe and compare the estimated linguopractical tools as the basis for speech impact, and also how they were conducted in the United States and the United States of America in pre-election political advertising. To conduct a comprehensive analysis using the AntConc and Sketch Engine programs, linguopractical methods for evaluating effectiveness in political advertising were identified, and a comparative analysis of the evaluation tools, including political tools for the Republican and Democratic parties, was conducted. The material of the study was the texts of political commercials. A total of 348 texts were selected (310 442 characters). The timeframe is 1952-2016.