Introduction. The main directions of hypnotic manipulation of consciousness of people by means of impact on them through advertising are given in article. Manipulations and the equipment of advertising content for the purpose of impact on consciousness of masses are analyzed. Article purpose — to consider and analyses the main ways of hypnotic manipulation of people by means of advertising.

Materials and methods. The main method of this research is the analysis of the literature devoted to problems of influence and influence of advertising on consciousness of people. Also such method as observation, methods of statistical data processing and the description was used.

Results. The main advertising receptions which are negatively affecting psychological state of people were revealed: belief of the client in his imperfection; belief of audience that all desirable can be bought; the wellbeing of life depends on quality and quantity, the bought goods; the success of the person is defined by those things which he owns; shopping (even if in it there is no need) — norm. Except the described receptions in advertising the "leg at doors" and "door in a face" methods are applied. In the first case to the client suggest making something insignificant gradually to increase the importance of a request. In the second case, on the contrary suggest complying with an exigent request against the background of which other simpler tasks are executed easily. Are considered in advertising of feeling of potential clients on the basis of whom manipulations with visual and acoustical associations, manipulations with a concept of friendship and love are carried out. All these receptions are directed to involvement of bigger audience and increase in profit of the companies.

Discussion. Given the opinion of researchers, we are convinced that in the information coming from advertising, a potential buyer sees only the positive and attractive properties of the product. Advertising often uses techniques that can harm human health. The manipulation of consciousness is closely related to the violation of human rights, so advertising requires careful analysis.

Conclusion. The purpose of advertising is to sell for the economic benefit of companies, and the tactics that they use to achieve their goals mislead its users.

The main receptions and methods applied in advertising, promoting increase in sales and profit are revealed;

Ways of impact on mass audience through advertising are analyzed.

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