SUGGESTIVE EFFICIENCY OF ADVERTISEMENT SLOGANS: EXPERIMENTAL RESEARCH

Abstract

The article s devoted to researching the advertisement slogans’ linguistic influence potential with the aid of semantic differential (according to “grade” factor) and free associative experiment psycholinguistic methods. Commercial, political and social advertisement slogans as the text gestalts became the stimuli of the experiment. Complex usage of the above-mentioned methods proves the hypothesis about the slogans’ holistic perception, allowed to define the informants’ essential axiological strategies and their reactions’ prognostication level, as well as the reactions’ structure and semantic types. Some results of the experiments having been carried out became the base of “The Short Dictionary of the Advertisement Slogans”.

Keywords

• рекламний слоган
• асоціативний експеримент
• семантичний диференціал
• сугестія