Stylistic figures in social advertising texts as tools of psycholinguistic influence

Abstract

The social advertising texts are a special product of speech activity, which should have a projected impact on the recipient in order to harmonize a person, first of all, as a member of society. And to achieve this, it is needed to use a very limited amount of lexical means, which should attract the attention of the recipient because they are unusual, emotional and imaginative. Stylistic figures are subordinated to this goal. The research of the patterns of the use of such linguistic rotations will be useful for making recommendations on the feasibility of using certain stylistic techniques in the texts of social advertising, it determines the relevance of the article.

Analysis of recent research and publications. The peculiarities of using stylistic figures in speech were studied by many linguists. However, stylistic techniques of social advertising texts are not sufficiently explored. 

The purpose of the article is to reveal the most used in the social advertising texts stylistic figures that show the advertising broadcast.

As a result of the research, the method of qualitative and quantitative analysis of advertising texts was used for the presence of stylistic figures, using the synthesis method, the obtained results are summarized and classified, in accordance with the division of social advertising for the purpose of communication and the environment in which a person is an object of advertising influence, on 1) advertising of human harmonization as a member of society, 2) advertising of the harmonization of interpersonal relations, 3) advertising the harmonization of the human attitude to the environment 4) advertising of the harmonization of the person as a physical and spiritual value.

Results. The text of social advertising is a fragment of the emotionally marked language picture of the world with certain features in the linguistic design. The success of such a broadcast determines the recipient's response to the provided information. To do this, it is needed at first to attract person’s attention and make interested, so that he wants to get acquainted with the text of social advertising. For this purpose, stylistic techniques are used in advertising, which have an impact on the recipient of social advertising:

1)        segmentation of advertising text (a word, a phrase, or a part of a sentence (segment) are isolated in a separate statement by a dot, three dots or exclamation mark): the most common it is used in advertising of harmonization of the person as a member of society and advertising of the harmonization of the person as a physical and spiritual value;

2)        semantic contrasts (the presence of oppositional categories in the semantic filling of linguistic units of social advertising, the combination of contrasting concepts in one statement produces a new semantic quality, creates an unexpected expressive effect in the texts of social advertising): this method is common in advertising of harmonization of the person as a member of society and advertising of the harmonization of the person as a physical and spiritual value and in advertising of the human attitude to the environment;

3)        communicative silence (prevents monotony and tautology and gives the advertising text expressiveness – these are misspellings of words, phrases, or whole sentences): it is used in advertising of the harmonization of interpersonal relations and advertising of the human attitude to the environment;

4)        graphical encoding of verbal information (instead of words in the texts of social advertising, for faster decoding the recipient of advertising information, sometimes graphic signs are used, such as mathematical symbols Internet symbols): it is used harmonization of the person as a value and person’s attitude to the environment;

5)        paronomasia (the use of lexemes in an unusual context for them; polysemias game of linguistic units; paradoxes judgments, in which the predicate denies the subject; mixing styles): this technique is used in advertisement of harmonization of the person as a value and interpersonal relationships;

6)        repeat (The rhetorical figure of the repetition in the advertising broadcast provides the semantic unity of the text and performs, in addition to the compositional, the function of expressive selection and underscore; as a result of repetition, the idea is firmly rooted in the mind of the recipient, which is subsequently perceived as a proven truth): recorded in all types of social advertising;

7)        comic tools (such stylistic techniques as humor, irony and satire in the texts of social advertising are used extremely carefully and infrequently, since such genre involves emphasizing of the instructive tone): used in advertisement of harmonization of the person as a value and as a citizen of the state;

8)        allusion (This stylistic device involves activation of already gained human experience (mention of a famous saying, event, etc.), This, of course, increases the perception of new information in the advertising text): used in advertisement of harmonization of the person as a value and as a citizen of the state, also in advertising of the human attitude to the environment;

9)        dialogue polylogue (the dialogue gives the advertising speech dynamism, polylogue gives a gradual strengthening of the advertising link with the culmination, which transforms into an advertising slogan): fixed in advertisement of harmonization of the person as a value and as a citizen of the state;

10)     verse form (social advertising texts prevail in prose form, using verse form contributes to its faster perception and memorization): it is used again in advertising of harmonization of the person as a value and as a citizen of the state.

Conclusions. The least stylistic figures are used in advertising of the harmonization of interpersonal relationships, more rich in artistic means is advertising of the harmonization of the human attitude to the environment, and the widest range of stylistic tools are used in two types of social advertising – harmonization of the person as a value and as a citizen of the state.

Perspectives. In the problem of text linguistics, including social advertising, it is impossible to single out the linguistic and psychological aspects, because mental processes are verbalized through language and due to the influence of the word on the mind of the recipient. Since the purpose of advertising is to have a direct or indirect psychological impact on a person, program it to perform certain actions, the results of our research can be the basis for further scientific development of the advertising text of pragmalinguistics.