The paper deals with the issue of manipulative effects of texts advertising financial products. From the interdisciplinary perspective, the authors take a system and complex approach to the phenomenon of manipulative communicative influence on consumers' behavior. The paper studies the language means of all levels able to qualify for manipulative capacity in complex with linguapragmatic strategies and affect neurophysiological and neuropsychological processes. The authors' findings provide

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... nce of the fact that language is a driving force and an instrument of modeling consumers' decision-making.