MECHANISMS OF MANIPULATIVE INFLUENCЕ IN THE ADVERTISING


Keywords: manipulation, strategies, tactics, techniques, advertising text

Abstract

The relevance of the article is determined by the interest of the linguists of the study of manipulation in the advertising text in the term of the paragmalinguistic approach.

The purpose of the article is to determine the manipulative influence and its mechanisms using the notion of strategies, tactic and techniques.

The object of analysis in the article are the advertising texts such as communicative events and appointing of the manipulative mechanisms. 

The article deals with the problem of correlation of the notion of the strategies, tactic, and techniques. The correlation between the tactic and techniques are examined such as asymmetric. In the one way, the same technique can be submitted to the different tactics, one structure can transmit different senses, but in the other way, one manipulative tactic can be verbalized by different techniques.     

The material indicates that the manipulative vocal tactic is a vocal action which corresponds definitive step in the realization of the different strategies and is aimed to the hidden interference in the addressee’ conscience of aims and directives. They induce him to realize the action. The manipulative vocal techniques mean the way of the constriction of the text, which realize different manipulative tactic. The manipulative strategy is defined such as regulative and modal because it is directed to the change of the addressee’ primary directive towards the advertising object by the modality of the text. The classification of the vocal strategies and tactics is based on the violation of rules of the vocal action because it is used with the mercenary aim.

    The results of this study expand the correlation of the mechanisms of the manipulation such as strategies, tactics and technics. They using is for the aim to create the perlocutive impact planed by the owner and incarnated be the author.

Author Biography

N.A. Khabarova, Oles Honchar Dnipro National University,Ukraine

Ph.D.  in Philology, Associated  Professor

References

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Published
2019-05-01
How to Cite
Khabarova, N. (2019). MECHANISMS OF MANIPULATIVE INFLUENCЕ IN THE ADVERTISING. Linguistics. Lingvoculturology, 13, 334-342. Retrieved from https://lingvodnu.com/index.php/journal/article/view/161