Abstract
In the modern information society, the main part of communication is carried out through the digital environment. The rapid development of social networks, internet platforms, and mass media has increased the potential for text to influence public consciousness. In this regard, copywriting and speechwriting are emerging as one of the most relevant areas of modern applied linguistics. While copywriting is aimed at developing advertising and informational texts, speechwriting is distinguished by the preparation of speeches, reports, and communication strategies for public figures. The main goal of both directions is to influence the audience, effectively convey information, and achieve a specific communicative result. The article examines the history of the formation of copywriting and speechwriting, their theoretical foundations, the interrelationship of the concepts of text and discourse, the characteristics of media text, and its function in digital communication. In addition, the structural, stylistic, and pragmatic features of advertising texts published on social networks are analyzed. The research used descriptive, comparative, and content analysis methods. The communicative effectiveness of the AIDA, PAS, FAB, and BAB formulas, widely used in copywriting texts, was evaluated.