EN
The author discusses the basic postulates of logical and pragmatic concepts of the language, distinguishes several aspects of verbal communication influence: a) it concerns the content of influence, b) it concerns the way of influence: ab) the rational influence, bb) the suggestive influence. The suggestion is considered a function, characteristic for the text, which is the linguistic unit of the largest format. Different factors of suggestive function realization in the text are considered: social, psychical, verbal as well as epistemological, and the also suggestive genres and types of texts: folk texts, texts o f superstitions, texts of ancient literature, texts of lullabies, texts of lyrical poetry and other.