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Speech communication implies interpersonal interaction and the achievement of certain goals related to the satisfaction of the needs of its participants. Individual differences, manifested in the mismatch of goals and needs of each individual, lead to a situation of clash and assertion of interests. Achieving the goal in such a situation can be carried out in different ways - through open dialog and correlation of one's own interests with the interests of another person, or the desire to assert one's own interest with the help of certain techniques. The relevance of this topic is due to the increased attention to the problems of speech communication in recent years, as well as the practical need to study the texts of different styles in terms of the use of techniques in them, with the help of which a purposeful speech influence can be carried out.