On the basis of analyzing the transcripts of tape recordings of radio advertisements the specificity of repetitions in advertising texts is determined. It is established that such a rhetorical technique as repetition is the basis for the organization of the advertising text. It is revealed that lexical repetition is dominant in the advertising text. It is noted that its main function is to emphasize semantically important words. At the same time, the repeated words have a special rhythmic structure, which contributes to the allocation, marking and remembering of key words that are organizing in the construction of the advertising text.
