MEANS OF VERBALISING MANIPULATIVE INFLUENCE IN ENGLISH-LANGUAGE ADVERTISING DISCOURSE - Научное сообщество
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MEANS OF VERBALISING MANIPULATIVE INFLUENCE IN ENGLISH-LANGUAGE ADVERTISING DISCOURSE

01.03.2024 13:33

[8. Филологические науки]

Автор: Iryna Shumilina, Lecturer, English Philology Department, Kryvyi Rih State Pedagogical University; Polina Zinchenko, Lecturer, English Philology Department, Kryvyi Rih State Pedagogical University


Advertising is an integral part of a modern person`s life, managing it at the conscious and unconscious levels, and advertising materials serve many purposes. Advertising texts manipulate people's minds with the help of both non-verbal components, such as various attractive images, colours, fonts, as well as verbal components (headline, slogan, body text).

To begin with, let's look at the ways of verbal manipulation, i.e. manipulation with the help of language. The primary function of the word is considered to be suggestion - subjugation through feelings, images, and subconscious trust. The influence of words on a person depends not on what is literally said, but on the connotation - the generation of images of words and feelings through associations, as well as on the atmosphere and the speakers themselves [8]. 

Therefore, one of the verbal ways of influencing the consumer is to include information in the text that has a suggestive function: "we often observe the transformation of the information function into suggestion in advertising discourse. The main goal of the suggestive function is to influence the addressee's psyche, his feelings, will and mind; this function is associated with a decrease in consciousness, analytical and critical thinking when perceiving the information being suggested [1]. 

The linguistic aspect of suggestive verbal influence consists of several levels, including units of the relevant subsystems of the language system. Ukrainian scientist N. Kutuza provides the following classification of segmental analysis of linguistic suggestive influence and identifies the following levels: phonological, nominative, semantic, syntactic-logical, contextual-semantic and formal-symbolic [6, p. 139]. 

On the other hand, such Ukrainian scientists as Slushayenko and Hirievska supplemented the proposed description of the levels and linguistic means of influence with the semiotic and cognitive component [7]. At the same time, Ukrainian scientist I. Ivanova argues that all levels of language as a sign system have suggestive potential: phonetics, prosody, graphics, spelling, syntax, vocabulary, word formation, morphology [4, p. 103]. However, in the study, there have identified 3 levels of linguistic influence, the linguistic means that, in our opinion, are most often used in practice: phonetic, lexical and syntactic.

As far as phonetics is concerned, the lowest level in the hierarchy of linguistics is phonetic, and it is the most effective in terms of suggestive influence. This pattern is due, first of all, to the phenomenon of sound symbolism - the ability of certain sounds to be associated with certain ideas or emotions. To date, Ukrainian scholar Dmytruk [3, p. 101] argues that the use of "hissing" consonants in large numbers generates a tough text that is violent to the subconscious. This fact brings suggestive texts closer to poetic speech.

Another common means of verbal influence is phonetic repetition, based on the repetition of consonant and vowel sounds. Thus, phonetics is the most suggestive level of language. All phonetic techniques are mainly aimed at creating associative images and special rhyme and rhythm, which contribute to easy perception of speech.

Vocabulary has the most obvious influential potential. The lexical level of suggestiveness analysis involves the study of the choice of words and equivalent combinations. Emotionally evaluative vocabulary and vocabulary with stable stereotypical, symbolic and cultural associations can be suggestive [3, p. 141]. 

Furthermore, the suggestiveness of the lexicon lies in the idea of the extensiveness, uncertainty and abstractness of the word meaning. As a rule, in addition to the core of the lexical meaning, a word also has connotative elements: emotional, stylistic and shades [5, p. 125].

In summary, at the lexical level there can be distinguished the following means of verbal influence of advertising: the use of slangisms, professionalisms, anachronisms, tropes and stylistic figures, phraseological turns of phrase, euphemisms and periphrases, ellipse [1, p. 29]); the use of foreign or borrowed words to introduce an implicit meaning [2, p. 14].

Thus, the lexical level of language has great resources of influence on consciousness. The choice of a nominal unit, its semantic structure, stylistic, evaluative and emotional colouring determine the potential of a word's influence. And the use of polysemous words and abstract concepts allows you to manipulate the meaning of a statement.

References:

1. Psychological features of the impact of advertising on the consumer. Psychology of the educational process, 2014. 1. 149-153 p.

2. Guzenko S. V. Syntax of advertising discourse: PhD thesis ... Candidate of Philology: 10.02.01. Kyiv, 2010. 22 p.

3. Dmytruk O.V. Manipulative Strategies in Modern English Communication (on the Material of Print Texts and Internet Editions of 2000-2005): Ph: 10.02.04. К., 2005. 242 p.

4. Ivanova I. B. Linguistic creativity of Ukrainian-language advertising through the prism of postmodernity. Modern trends in the development of languages. Kyiv, 2015. № 9. 102-107 p.

5. Ilnytska L. L. Features of the use of suggestive and manipulative technologies in modern English-language political discourse. Linguistics of the XXI century: new research and prospects. Kharkiv, 2010. 5. 115-125 p.

6. Kutuza N. V. Formula of influence of advertising discourse. Odesa Linguistic Bulletin, 2014. Issue 3. 138-145 p.

7. Social advertising: world experience and Ukrainian realities. URL: http://www.socio-journal.kpi.kiev.ua/archive/2009 /4/21.pdf

8. Sutherland M. Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why. Crows Nest, New South Wales: Allen & Unwin, [third edition], 2009. 352 p.



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