Summary. Using the conceptual apparatus of the strategic approach, the analysis of the slogans of the “Coca-Cola” company is conducted for the first time in domestic science. The connection between communicative means and the advertising effect of their information-psychological influence has been reconstructed. The content of the image-forming strategy is shown on the example of the “Coca-Cola” slogans.
Keywords: advertising influence, advertising images, strategies of the speech influence, “Coca-Cola” company.