Abstract

The aim of the article. The article shows that although over time advertising texts have an increasing influence on readers, listeners, viewers the responsibility of advertisers is not increased. The results of the analysis. Today advertising texts very often violate moral and ethical standards that directly conflict with the provisions of the Law of Ukraine «On Advertising». Linguistic manipulation of readers and viewers of advertising carried out both in official mass outdoor advertising, placed on special temporary and stationary designs, promotional materials, located in open areas, the outside of buildings, structures, elements of street equipment on the roadway of streets and roads, and directly on asphalt without any prior authorization. Moreover advertisers and advertising producers use so-called shocking advertising. Advertisers often «forget» that their advertising appeals have significant side effects. In the theory of semantic advertising exposure the concept of linguistic manipulatioin is given the first place. It involves appearance in the recipient unconscious incentive to modify his / her behavior which can be essential for advertiser. The essence of linguistic manipulation presents advertising information so that the consumers think that they come to some knowledge, conclusions, decisions on their own, so the attitude to such information is less critical. The basic techniques of linguistic manipulation in advertising are analyzed and classified (language game, the use of precedent texts (intertextuality), intriguing or provocative texts, incorrect and stupid remarks like, etc.). Conclusions and directions of further researches. The proposed synthesis and continuous regulation of advertising legislation can significantly reduce the negative impact of natural components of the existing advertising to the general public. It is clear that legal rules must encourage advertisers to create advertising product according to the interest of general public especially in the context of Ukrainian public social responsibility promoting.

Keywords: advertising text, linguistic manipulation in advertising, social responsibility, algorithm for creating advertising messages, shocking advertising

JEL Classification: M30, М39.

Cite as: Тelеtov А. & Теlеtоvа, S. (2015). The peculiarity of speech influense of the advertising texts. Marketing and Management of Innovations, 4, 49-58. https://doi.org/10.21272/mmi.2015.4-05

This work is licensed under a Creative Commons Attribution 4.0 International License

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