ADDRESS IN COMMERCIAL TV ADVERTISEMENT: VERBAL MARKING, SEMIOTIC FUNCTIONS AND IMPACT POTENTIAL

Abstract

The article is devoted to the problem of researching of the address’ profile in Ukrainian commercial television advertising. The author of this article makes the following conclusions: 1) the addresser in advertising communication is a polyvariant and anonymous subject of influence on the addressee; 2) verbal markers of the addresser in the texts of Ukrainian commercial television advertising are pragmatonyms (names of varieties, brands, trademarks), verbs of the present tense to indicate the action of the product / service, pronouns I or we, nouns with the meaning of profession / occupation, pronoun our and its derivatives, verbs of the past tense to indicate the result of the addresser’s activities; 3) the main influence vectors of the sender's verbal markers are suggestive and occasionally manipulative, but pragmatonyms additionally having a persuasive effect, verbs in present tense associated with a metaprogramm from and to associate motivation, pronouns I or we actualize the imitation psychoprogramm, nouns with the meaning of profession / activity activate the principle submission to authority, pronoun our and its derivatives create the illusion of solidarity with the addressee, verbs in past tense are about the functional benefits of the product / service; 4) the main semiotic function of verbal markers of the addresser image is indexed, because their semantics contains an indication of something; 5) among the verbal markers of the addresser, according to quantitative indicators, pragmatonyms and verbs in the present tense prevail, which is connected with the main purpose of advertising (attracting consumers’ attention) and the sound status of the present tense in the temporal semantics of verbs.

Keywords

• адресант
• рекламна комунікація
• сугестія
• знак-копія
• знак-індекс
• знак-символ