WE CANNOT KNOW FURTHER WAYS ОF OUR WORD": TO THE PROBLEM OF ASSESSING CONTROVERSIAL ADVERTISING TEXT

Abstract

The article is devoted to the assessment of controversial advertising texts. Advertising texts are in an area of high speech responsibility, as they operate in the legislative field. The ambiguity in understanding implicitly expressed in-formation by the addressee is the focus of the authors’ attention. Implicit information causes difficulties in the process of linguistic expertise of advertising texts. The article proposes a phased algorithm to identify the covert meaning of the statements in its interpretation by the target audience.

Keywords

• ADVERTISING COPY
• LINGUISTIC MANIPULATION
• EXPLICIT AND IMPLICIT INFORMATION
• PSYCHOLINGUISTIC EXPERTISE
• РЕКЛАМНЫЙ ТЕКСТ
• ЭКСПЛИЦИТНАЯ И ИМПЛИЦИТНАЯ ИНФОРМАЦИЯ
• РЕЧЕВОЕ ВОЗДЕЙСТВИЕ
• ПСИХОЛИНГВИСТИЧЕСКАЯ ЭКСПЕРТИЗА