ACTIVATORS OF PERCEPTION OF PHRASEOLOGICAL UNITS IN THE INFLUENTIAL ASPECT OF MEDIA

Abstract

This article is devoted to the analysis of phraseological units in newspaper headlines and their suggestive features. The relevance of application of neurolinguistic programming is accentuated in this aspect. It was found that the activation of the title suggestion is done through the sensory specific markers (predicates) in the structure of the idiom. On the bases of methodological framework of neurolinguistic programming kinesthetic, visual and auditory markers were distinguished in the phraseological units that correlate with the representative systems stipulating the specific perception of the information received. High productivity of the using of kinesthetic predicates was recorded in comparison with visual and auditory markers. It was investigated that kinesthetic predicates expressed in three varieties: sensory, taste and olfactory. The most productive in the structure of phraseological units were kinesthetic predicates which describe sensory perception. Kinesthetic sensory predicates mainly represent pressure, texture, temperature or intensity of the feelings. Using the predicate characteristics of neurolinguistic programming, an analysis of semantics of the individual elements of phraseological units was carried out. According to morphological categories of kinesthetic predicates and their suggestive potential dominant and peripheral groups of these units were established. Identified sensory predicates are implemented in different morphological categories but more often they are expressed as adjective, verb, with less dynamics - a noun. Lexemes with the taste characteristics expressed mainly as adverbs. Predicates of the olfactory perception used with minimal activity and represented mostly as verbs. The features to appeal to the reader's emotional sphere of the kinesthetic predicates in the structure of phraseological units, optimizing the suggestive potential of the media messages were analyzed.

Keywords

• заголовок
• фразеологічні одиниці
• кінестетичні предикати
• сугестія
• нейролінгвістичне програмування