The article deals with the strategy of persuasion which is used as means of linguistic persuasion in social advertising. The author analyses several tactics that are aimed at influencing people's opinions on the most topical social issues and to change this opinion as well as persuade people to take action. These tactics include the tactics of call to action and the tactics of appeal to the recipient's emotions. In addition, the author analyses the ways that are implemented to realize these tactics. The following major linguistic means are singled out thereof: particle 'not", modal verbs, passive voice and impersonal sentences as. Then the author gives several examples of these tactics implementation. In conclusion the author points out that the persuasion strategy is widely used in social advertising as means of address to the recipient's emotions.
K.V. Popova (2017). Strategy of persuasion in social advertising. Issues of Applied Linguistics, 28, 66-73. doi: https://doi.org/10.25076/vpl.28.06