Речевое воздействие на адресата в медицинской рекламе (на примере рекламы вакцины против СOVID-19)

The article deals with the texts of advertisements of the pre-revolutionary and Soviet periods, reveals the methods of creolization of advertising messages in the diachronic aspect. The analysis of newspaper ads of commercial advertising, in the center of which-a wide range of services is carried out. The means of pragmatic setting realizations of different types products representation in advertising of the corresponding periods are determined. Our aim was to describe the dynamics of using various ways of creolization in Russian and Soviet advertising. We examined the corpus of newspaper advertisements of pre-revolution of 1917 and Soviet periods. Firstly, we analyzed the correlation between verbal and non-verbal components in the advertisements. Secondly, we investigated expressive means of both verbal and non-verbal signs. Finally, conclusions were drawn on the impact of creolization in creating persuasive advertisements. Features of both verbal and non-verbal elements of advertising texts of the declared time periods are noted. The specificity of non-verbal parts of creolized advertising texts is revealed. Their schematic or detailed elaboration is revealed. The lexical, morphological and syntactic components of advertising creolized texts verbal components are fixed. The degree of coherence between verbal and non-verbal components in the advertising text and the degree of their to the way advertising functioning in the newspapers is established. The impact mechanisms of the creolized text components on the readership are considered. The impact of the choice of the poetic or prosaic advertising text on potential buyers is noted.Text sources of advertisements published in the pre-revolutionary Samara newspaper and the Soviet newspaper Izvestia as sources of material were used.A complete repetition of the text by the image is typical for the newspaper advertising texts of the pre-revolutionary period. The using of two models of creolization was noted in newspaper advertising of the 2030s of the XX century. The use of poetic advertising texts in Soviet newspapers of the period was noted. The specifics of non-verbal parts of creolized advertising texts are revealed. The schematic image in the pre-revolutionary period. The detailed image study in the Soviet is noted.

The article analyzes public appellative inscriptions that emerged during the coronavirus pandemic and contain both non-verbal and verbal components. The proposed term allows emphasizing the main functions of such texts (attracting the addressee’s attention and influencing their behavior), while distinguishing such texts from other regulatory texts. From the many terms for texts with multilevel semiotic components, the term creolized text is preferred. The non-verbal means of public appellative inscriptions include a special graphic design of the verbal component (supragraphemic, i. e. a font of a different type and size, a combination of uppercase and lowercase, highlighting, etc., and topographemic, i. e. a text background), as well as pictorial means like graphic elements and photographs. The author explores the interaction between verbal and non-verbal components in public appellative inscriptions and finds that a fully identical rendition of the same content by verbal and non-verbal means is impossible. While it is possible to convey the main content of the appellative inscription (the requirement to comply with COVID measures) through an image, the latter is accompanied by texts with details. Even in cases of parallel (synonymous) use of verbal and non-verbal components, it is difficult to determine the leading component. The author also analyzes examples of mutual penetration of the verbal and non-verbal components. The author concludes that the use of non-verbal components enhances the appellative nature of appellative inscriptions. The nature of the chosen material and the idea that public appellative inscriptions can be considered creolized texts account for the novelty of the study.

Abstract. The structural and semantic specifics of small advertising texts was investigating in the article. The relevance of the study to improve the efficiency and improve the quality of advertising texts, which means the development of the advertising industry as a whole. The purpose of research is analyze the structural and semantic specifics of small advertising texts. To achieve this goal the following tasks are set: - consider the interpretation of the concept of "advertising text"; - describe the semantic specifics and criteria for filling the advertising text; - identify the structural components of the advertising text, give their characteristics; - to analyze the role of structural and semantic elements of the advertising text, the prospects of their further research. Results of research. The article gives a general definition of the term "advertising text". It is establishing that the advertising text is an element of public communication aimed at the implementation of the speech influence of the communicator on the recipient of the message, in order to achieve the desired communicative effect. It is determined that advertising texts are an important means of communication between producers and consumers. The main features of small advertising text are characterized - a small amount of information presented in a concise form, expressive means of speech, originality of style, metaphor, originality of vocabulary, syntax of magazine advertising texts. During the research, the main components of the structural organization of advertising texts were identified - non-verbal (compositional) and verbal (content) components. The article found that the quantity of structural elements of small advertising texts may vary, depending on the communicative content of the text, but the main structural elements are the title, main advertising text and slogan. A title attracts attention and arouses consumer interest in the proposed product. The headline contains the main argument of advertising, which reflects the content of the advertising appeal. The main advertising argument in the title in further disclosed in the main text. A slogan is a concise, meaningful advertising phrase that embodies an advertising offer and conveys a description of its object. Its main goal is to focus the customer's attention and create an emotional associative image to stimulate brand awareness. The success of the advertising slogan is achieved through such stylistic devices as a special grammatical structure (simple sentences, imperative mood) and lexical means of expression A main text of the advertisement informs the consumer about a particular product or service, reveals its characteristics in more detail, encourages the user to buy it. Content can be transfer in various forms of advertising text - in the form of a monologue or dialogue, and structurally it will consist of an information block and reference material. The article describes these structural components of advertising texts, which usually exist in a complex, but each of them can also work as an independent unit. All structural elements of advertising text play a particularly important role in the creation of advertising text. Originality. The obtained results can become a basis for further research of structural and semantic features of small advertising texts and future comparison of Ukrainian and English representatives. The study of the structure of advertising text as a means of communication plays an important role in solving problems of its understanding and text creation. Conclusion. It is determined that advertising texts are an important means of communication between producers and consumers. All structural elements of advertising text play an important role in creating advertising text. The research revealed an important role of the semantic system in advertising texts - the impact of advertising on the emotions and feelings of consumers, which force them to make the final decision to purchase a product / service.

This article focuses on the specific properties of the combinability of non-verbal components with each other in the modern English discourse including the characteristics of their interaction with verbal components. The structural, semantic and pragmatic features of non-verbal components as well as their universal, ethnospecific and individually meaningful characteristics are taken into account. The paper is based on the discourse methodology in analysing communicative phenomena. The complex nature of communication is presented as the unity of verbal and non-verbal components within the anthropocentric paradigm in language and speech research. This paper provides the research of the combinability of non-verbal communicative components with each other, the result of which is presented by different clusters of non-verbal components taking into account the characteristics of a discursive personality upon which depend the ways of diversifying the information and emotion through non-verbal components. The analysis of discourse-constitutive potential of kinesic, proxemic and prosodic communicative components contributes to developing the theory of discursive interaction of different code systems aimed at the investigation of communicative signs of different nature in their unity within the frames of different types of discourse.

In recent years, there has been a growing interest in the study of the media. In particular, the study of the language and style of advertising, which has become a major tool in the media, is gaining more and more attention among scientists. In modern society, advertising texts play the most important communicative function. This is not surprising. Because in a free market of goods and ideas, “advertising is the engine of development.” One way to create a bright emotional image in advertisements is to make effective use of stylistic figures in them. This article discusses the use of stylistic figures in advertising, such as repetition, antithesis, anaphora, assonance, inversion, gradation, etc., as a means of increasing their effectiveness. These ideas are explained in the example of medical advertising texts. Stylistic figures not only make the advertising text attractive and effective, but also help the advertised product to be quickly imprinted in the minds of the recipient.

The work deals with semiotic and linguistic means of creating the comic in polycode Internet memes in modern Internet communication in Russian. The material of the study is polycode Internet memes discovered by the authors in the process of Internet monitoring of the Runet in the period from 2010 to 2023. The postulate of “two worlds exisnence”, “doubling of the reality” as the main principle of comic semiosis and its pragmatics is formulated. The paper also discusses models of interaction between verbal and non-verbal components in a comic Internet meme: non-verbal and verbal components are somehow correlated in semantic and/or emotional terms; the verbal component is logically opposed to the non-verbal one; the verbal and non-verbal components belong to logically incompatible conceptual areas. It is noted that the functioning of humorous Internet memes is based on a “language game”. As a means of creating a comic effect, such varieties of “language game” as word-formative game, semantic game, phonetic game and pragma-semantic game are analyzed. It is concluded that the Internet meme is a multi-level semiotic instrument for creating comic in the environment of modern Internet communication, actively exploiting its specific properties such as polycodeness, interactivity and intertextuality.

The article covers the peculiarities of training in communicative competencies through such technologies as virtual and augmented reality. The travelogue genre is cited as an example. It offers a description of the research that focuses on the evolutionary dynamics of the travelogue genre both in international and national genre studies. Russian research literature has a tendency to substitute the term "travelogue" for terms such as "travel notes", "travel journal", "wanderings" and "globetrotting". Furthermore, the travelogue is considered as an advertising genre in the tourism industry which constitutes a polycode text combining both visual and verbal components and performs a marketing, communicative, axiological and aesthetic function. The goal of the research is to analyze the peculiarities of training in communicative competencies through the technologies of virtual and augmented reality. The travelogue genre serves as an example. The subject is part of the curriculum for bachelor students majoring in "Public Relations" and "Tourism". Digital and VR AR technologies lead to the transformation of the customary communicative pattern, and the role of non-verbal components is increased. The focus shifts to visual thinking and sensory perception of information while the role of the verbal component is reduced. Of important theoretical significance is the research into the interaction between verbal and non-verbal components in the advertising text. The combination and skillful use of heterogeneous codes contribute to the achievement of the chief goal and ensure coherence and integrity of the text in the context of integrated communication.

The article updates the opinion of the relevance of a comprehensive study of the phonetic and lexical units functioning peculiarities in medical advertising discourse as a means to influence the consciousness of a potential consumer. The linguopragmatic orientation of linguistic means in the given discourse is revealed and their frequency of use in medical advertising texts is determined.
 It has been proven that phonetic and lexical means of expression have the significant suggestive potential for creating an effective advertising discourse. They are used to enhance the emotional impact of the advertising message, attract the attention of the addressee, and stimulate memorization of the content of the text. Due to phonostylistic means, a bright image of a medicine is created.
 The peculiarities of the phonetic means functioning were investigated through the analysis of the most common techniques: rhyme, alliteration, assonance, anaphora, epiphora, onomatopoeia, phonemic repetition, and anadiplosis. The features of the lexical means persuasive effect on the recipient are considered on the example of the most commonly used stylistic figures, namely: metaphor, metaphorization, epithet, comparison, antonyms, euphemisms, anaphora, epiphora, inversion, oxymoron, wordplay (pun), etc.
 It was established that phonetic and lexical means serve to achieve the advertiser's manipulative goal. The use of expressive techniques in medical advertising discourse is aimed at quick involuntary memorization of the advertised medicine. The phonostylistic means increase the expressiveness of the advertising text, stimulate the addressee's interest, contribute to the coherence of statements, and have a mnemonic and suggestive effect, which contributes to the realization of the addressee's motivational goal.
 The methodological basis of the research consists of descriptive, functional, structural and semantic, quantitative and statistical methods.
 More than 400 advertising texts from the Ukrainian mass media (television, Internet) and printed advertising publications (booklets, leaflets) became the material for linguistic investigation.

The article is dedicated to the advertising texts for children and teenagers, its influence on their speech culture and presents some evidence for the existence of such a special advertising texts. Advertising has deeply penetrated in modern life having become not only a part of commercial sphere but of culture and life in general. “The peculiarity of advertising is that it is located on the border areas between science and art, Economics and politics” (Borisov, 2001). That is why, of course, it influences (both negatively and positively) on children and teenagers psych and worldview. In recent years, psychologists are actively studying the way advertising influences on children and teenagers and their undeveloped psych and worldview. From a linguistic point of view, we can mention the following means used by the advertisers to attract children and teenagers: 1) Occasionalisms. 2) Youth slang. 3) Advertising text containing verbal and non-verbal components. The use of graphics makes printed advertisement closer to be loved by children TV advertisement. Jargonisms (or slang) are not literary norm of language, but, watching them in the media children might be confused about their stylistic identity. This phenomenon makes a negative influence on youth speech culture that is why it is needed to lessen the number of jargonisms in advertising texts for children and conduct educational work concerning the stylistics of such words at home and at native language lessons. Creative (non-standard) advertising solutions are often criticized. Thanks to such texts children learn language game, understand the system of native language, analyzing word-formation models. This increases the motivation to learn the language, its’ spelling and morphemic.

The results of the study of video poetry as a genre are presented. The object of analysis is Ukrainian video poetry, created within the projects CYCLOP (Ukraine), "Overcoming Silence" (Ella Yevtushenko, Daryna Gladun, Lesyk Panasyuk, and others), #DigitalShevchenko, "Power of Speech", "Subjective" (Sofia Bezverkha and Marichka Yarmola), "rosdilovi" (Olga Mykhailyuk and Serhiy Zhadan), "By the way" (Natalia Parshchyk, etc.), ZEBRA festival (Germany). Ukrainian video poetry has been developing since the 2000s and was first presented as part of the CYCLOP festival, which became both a venue for a video poetry competition and a platform for theoretical discussions. The significance of poetic intonation and the interaction of reader and author in video poetry is described. Genre features of video poetry are established, and also types of genre transformation are allocated. It has been proved that video poetry is a syncretic multimedia genre, which combines verbal and nonverbal components. The verbal component is the voice of the reader or poet, as well as the melody that complements them. The non-verbal component is based on the development of a visual metaphor or game plot, it also expresses the perception of images, metaphors, etc. poem. The movement of frames in video poetry is based either on the metric-rhythmic identity of the poem (and the melody that accompanies the reading of poetry) and the video sequence, or the dissonance between the verbal and nonverbal components. Genre features of video poetry can be described as a combination of kinetic images, sound, visual metaphors, the voice of the reader, melody, and others. Genre transformations of video poetry are defined through the creation through animation, feature film script, improvisational transformation, and interaction between different arts or the use of digital technology. It is determined that an important aspect of video poetry is the interaction of the author and the recipient. Watching video poetry, on the one hand, actualizes the associations (verbal and nonverbal) in the memory of the recipient, on the other – enhances the aesthetic experience of perception of the work. It gives a powerful aesthetic and emotional effect.

Neologisms-hybrids in the texts of modern media communication are analyzed. It is noted that polycode is a combination of verbal and nonverbal components in the text. The author refers to the descriptive-analytical method, structural-semantic method, word-formation analysis, quantitative analysis. In addition, when selecting the material, a continuous sampling technique is used. Special attention is paid to the identification of media innovations created with the help of graphics. Such types of graphification as monografication, polygrafication, codografication, typografication are analyzed. Monografication is implemented in the following techniques: capitalization, hyphenation, parenthesis, holophrasis. It is emphasized that such word-formation innovations reflect the creative abilities of journalists, attract the attention of readers. In addition, the author describes polygramming. It is quite often implemented in latinografication. The nominations created with the help of this type of pulsation focus the attention of the addressees and affect their consciousness. Such a kind of graphic game as codografication is demonstrated. It is confirmed that it is implemented in numerografication, pictografication and inetografication. It is noted that in media communication, journalists can use such signs from the financial and economic sphere as $ (dollar) and € (euro). However, neoplasms with these symbols are less represented in the media space than other types of graphization. It is proved that the considered word-formation innovations increase the expressiveness of the media text. Neoplasms created with the help of typography are studied in detail. It is implemented in color grading. Word-forming neologisms formed with the help of this technique are used by the addressee to provide visual impact on native speakers. The following main conclusions are made: neoplasms created by monografication prevail in the texts of media communication; nominations attract the attention of readers, reflect the creative abilities of journalists.

The analysis of advertising texts is an interdisciplinary problem studied at the junction of various fields of knowledge, the pragmalinguistic analysis of advertising, among other things, is based on its understanding in psychology, philosophy, marketing, etc. The object of research is the texts of English–language outdoor advertising. The subject of the study is the strategic features of outdoor advertising texts, the main verbal means of expressing communicative attitudes in them. The author examines in detail the main characteristics of the outdoor advertising text, which is creolized in its structure, that is, such a text where verbal and nonverbal components create a single semantic whole and contribute to achieving the goals of advertising impact. The main theories of creation and realization of the influencing potential of advertising texts are considered. The main conclusion of the study is the conditionality of the choice of linguistic and non-verbal means of communication in the advertising discourse, depending on the communicative attitudes, both explicit and hidden. The author's contribution is a description of the classification of general and particular communicative strategies and tactics of the outdoor advertising text, among which strategies of a cooperative and non-cooperative nature are highlighted. The description of strategies is carried out through the analysis of the main linguistic means of creating an influencing effect in an advertising appeal. The novelty and relevance of the study is due to the inclusion of non-verbal components in the semantic fabric of the text, and, consequently, the need to apply new approaches to the analysis of such texts.

When Mangkunegara IV was in power in the Mangkunegaran (1853-1881), he created several new art forms, one of which was Langendriya Mandraswara, which uses as its media both verbal and non-verbal components. The verbal component, traditional Javanese singing, or tembang macapat, is adapted to suit the social strata and takes into consideration the principle of politeness. The non-verbal component expresses a particular character. The integration of the two components creates a clearer, more communicative, and more aesthetic meaning.Keywords: Politeness, verbal and non-verbal components

The article is devoted to the study of verbal and nonverbal signs which form the linguosemiotic dimension of the public servise advertising discourse that contributes to the correct perception of the message by the target audience and enhances remembering. The communicative effectiveness of the public servise advertising discourse depends on the choice of verbal and nonverbal components and their interaction. Various means of artistic expression actively use in the public servise advertising discourse for the achievement the maximum effect of the message. Most of all, the meaning of the advertising message is expressed by combination of verbal and nonverbal signs. Visual and audio components of the public servise advertising discourse, which are used in close connection with verbal components, contribute the effectiveness of the advertising message. They regularly perform such functions as: informative, expressive and the influence. However, the verbal text allows to "choose the right level of perception and understanding of information." It is believed that the public servise advertising discourse, which is accompanied by images, music or other sound design, has better effect on the recipient. The advertising message can be considered as a socially and aesthetically significant discourse with its integrity, interconnectedness of its elements and formal-substantive unity. The public servise advertising discourse appeals to the humanistic values of people, attracts attention and arouses interest, sometimes by non-aesthetic means, because its purpose to change society's attitude to the problem, to provoke the right reaction and to achieve the transformation of behavior. The public servise advertising discourse has a significant potential to change social standards and moral guidelines, so it can be refered to a small group of social institutions that affects society as a whole as a form of psychogenic action; the public servise advertising discourse plays an important role in the formation of certain psychological and behavioral stereotypes. If advertising in the general is able to meet new needs, in the same time the social advertising can influence the formation of more complex mental formations, such as: worldview, aesthetic tastes, social values, lifestyle, moral values. The linguosemiotic dimension of the public servise advertising discourse in the United States includes verbal and nonverbal components which are reasonably used to attract attention, the recipient's perception of advertising information, memorization, awareness of advertising. Each type of public servise advertising discourse requires the use of adequate verbal and nonverbal signs of communication as tools of axiological ideology of society and pragmatic influence.

Nowadays tourism industry is one of the areas that facilitate the economic and cultural growth of the country. Tourism does not only open borders, acquaint with the cultural heritage, and expand “intellectual capacity”, it is a sphere where various suggestive means – subconsciously and consciously – are widely used. A tourist destination is popularized through advertising, so advertising texts in tourism advertising discourse – an institutional type of discourse focused on specifying within numerous tourism destinations and on reciprocal communication with recipients – are one of the key means of promoting tourism products. The end goal of our paper is to pinpoint the basic structure of the modern English tourism advertisement and determine the correlation of its verbal and nonverbal components, the subject of the research is verbal and nonverbal means of reproducing tourism advertisement content. The goal can be achieved through the tasks aimed at analyzing the correlation of verbal and nonverbal and at the presentation of the basic framework of the modern English advertisement in tourism advertising discourse. The results of the research proved that the peculiarity of advertising texts in modern English tourism advertising discourse is in the combination of informational, linguistic, socio-cultural, gender, and psychological components that altogether create a positively-marked tourism destination image in the recipient’s consciousness. The information in the advertisements is fragmented to avoid overwhelming recipients with “known” facts. The tourism destination advertisements have a basic structure of a visual component (arch-fragment) as a means of attracting the recipient’s attention and a verbal component: title (middle fragment), as a means of interest, and text (terminal-fragment), as the main means of suggestion. Key words: modern English tourism advertising discourse, correlation, verbal component, non-verbal component, visual component.