Записки з українського мовознавства (Oct 2019)
HYPNOINDUCTERS OF AN EXPOSURE FORMULA POSITIVATION IN COMMERCIAL ADVERTISING DISCOURSE
Abstract
The article is devoted to suggestive dominants of advertising discourse. The aim of the work is to analyze hypnotist inducers of an influential formula of positivism in a commercial advertising discourse. The object of the research – the Ukrainian advertising megadiscourse, the subject of research – the dominant dominant Ukrainian commercial advertising discourse. In the work general scientific methods are used: descriptive, analysis and synthesis, induction, modeling. Among special linguistic methods, contextual-interpretation and component analysis, elements of discursive analysis, methods of meta-Milton-model identification and suggestive qualification have been applied. Taking into account the statement of T. Kovalevskaya that the peculiar systematized substrate of communicative influence today unequivocally recognizes the Milton-model, which is generally oriented towards the planned reaction of the suggestor, is systematized Milton-model inductions, which it is proposed to call hypnotized inductors. The main advantage of the Milton-model as the basis of the Ericksonian hypnosis is noted: the lack of direct directives and the possibility of suggestion in a cheerful state, which, in turn, is based on the human ability to simultaneously implement cognitive processes on conscious and unconscious levels. Also proposed formulas for the vectors of emotional orientation of the impact (positivity, negativity, change of the vector) in advertising discourses of various types (commercial, political, social), where the focus is on commercial. The most frequently repeated hypnotic inductors, which are used in the positive effect formula in commercial advertising discourse, are identified ‒ hypnoinduktors of a complex syntactic structure in synthesis with lexico-semantic hypnoinductors and the accumulation of lexico-semantic hypnoinductors, where obligatory predominantly endpoints in both cases are trademarks / ergonym. Prospects for further development in immersive linguistic and extraordinary elementary elements of Milton-models, as well as advertising formulas, to curb modeling of effective advertising discourse.
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