Abstract The article presents the initial results of the specific promotion principle study and the dominant methods of its objectifi cation in different types of discourse. It is noted that in existing linguistic works this principle is primarily considered in literary texts, while the features of promotion in other types of discourse, in particular in scientifi c, political, advertising, remain unstudied. This circumstance determines the relevance of the research and determines its topic.
As a result of the analysis of empirical material, it was established that managing the addressee’s attention through this principle in scientifi c, political and advertising discourses has both universal and specifi c features.
It has been revealed that the dominantly implemented methods of promotion include:
1) in advertising discourse – slogan, incentive verb forms, emotional-evaluative means, specifi c tactics exclusivity and reemphasis;
2) in scientifi c discourse – a title, highlighting significant information using a gradation method, placing the most important
data in such a compositional part of the discourse as conclusions in monographs and articles, and provisions submitted for defense
in dissertations;
3) in political discourse - headline, slogan and expressively marked units. For the fi rst time in linguistics, it has been established that promotion is a form of existence of advertising discourse, characterized by a small volume; it has been determined
that universal methods of promotion are a headline for scientifi c and political discourse and a slogan for advertising and political
discourse.