Засоби мовленнєвого та психологічного впливу в соціальній рекламі українського медіадискурсу

Abstract

У статті аналізуються тексти соціальної реклами як найменш вивченого виду рекламних комунікацій. Розглядаються засоби психологічного та мовленнєвого впливу, визначається проблематика соціальної українськомовної реклами та критерії її ефективності.The article analyzes texts of public service advertising as the least studied type of advertising communication. At the beginning of the article the problem is stated, recent publications and studies are analyzed, the relevance, subject and object of the research are defined, tasks are formulated. To illustrate and prove the theoretical assumptions the author has chosen texts of modern Ukrainian public service advertising as empirical basis. A set of methods, such as analysis, synthesis and generalization along with methods of semantic-semiotic and contextual-interpretation analysis, were used for conducting the research. In the main part of the article the author pays attention to the theoretical and methodological basis of the research and defines conceptual-categorical apparatus of the Ukrainian-language public service advertising investigation. A number of problems modern Ukrainian public service advertising deals with are outlined. The criteria of public service advertising effectiveness are formulated. It is emphasized that public service advertising is created by using psychological approaches based on core principles of psychology. Much attention is paid to emotions exploited in the advertising texts. These emotions are listed and the appeal to them is illustrated in relevant advertisements. The meaning of such terms as "linguistic manipulation" and "instruments of power" are explained. Key methods of linguistic manipulation are listed. Examples of realization of "instruments of power" in the texts of public service advertising are given. The paper concludes by arguing that appeal to emotions is typical for public service advertising. Besides, the perspective of further research is outlined.