LINGUISTIC IMPLEMENTATION OF A STRATEGY OF MANIPULATIVE IMPACT ON THE ADDRESSEE IN ENGLISH ADVERTISING DISCOURSE.

Abstract

The article is devoted to the analysis of the speech implementation of a strategy of manipulative impact on the addressee in English advertising discourse.

The strategy of manipulative impact is based on the manipulation of consciousness and subconsciousness of the addressee of the advertising message and aimed at creating a pleasant positive state, getting pleasure from the purchase of the object of advertising. The implementation of a strategy of manipulative impact involves a value-oriented tactics, reaccentuation tactics, tactics of disguise aimed at enhancing the positive values of the recipient, getting pleasure from goods or service.

Value-oriented tactics is aimed at activating in the recipient’s mind positive values and association with the advertised product or service. To implement the manipulative impact on the addressee and control his consciousness, copywriters involve a system of basic values, such as: freedom, which is positioned as freedom of choice, action, internal or external independence; safety, which is positioned as the safety of consumer goods or the absence of environmental damage.

Means of realization of ecological safety are mostly semantic neologisms or lexical units with positively coloured affixed elements for designation of characteristics of goods with semantics of “ecological”; individualism, which is two-faced in English-speaking culture. On the one hand, individualism is manifested as a property of the object of advertising, and on the other hand, it emphasizes the uniqueness of the person who is offered to buy the product or use the service; the pursuit of the novelty, which is based on the psychological property of a person constantly searching for something newer and better. This value is implemented in advertising messages by dividing goods and services into non-existent before and upgraded version; family, appealing to which is “offered” a pleasant pastime, family meals, memorable moments with the family.

Reaccentuation tactics provides the formation of a positive emotional mood, as if it involves shifting the focus from the acquisition of goods (services) to the receipt of pleasant emotions and feelings. That is, by manipulating the emotional state of the addressee, his desire to experience positive emotions, the addressee replaces the desire to own the product or use the service for the experience of a pleasant experience. Most often, the recipient’s attention when purchasing a product or service is transferred to a sense of dreams, pleasure, peace, comfort. The tactics of disguise is based on creation of such a position of the addressee in the advertising message, which allows him to play different roles (mentor, interlocutor, advisor) in order to communicate with the addressee in the sphere of personal communication.