ПРИХОВАНИЙ ВПЛИВ НА РЕЦИПІЄНТА У РЕКЛАМІ СОЦІАЛЬНОЇ МЕРЕЖІ “FACEBOOK”

Abstract

The development of the information society has an impact not only on the quality of life of people, but also on the formation of new communication links. The rapid penetration of information technology into different areas of our lives has contributed to the global spread of the Internet, in which social networks are actively used for communication. For advertisers, social networks provide unique opportunities for rapid dissemination of information and direct contact with consumers. The specifics of advertising communication are not only informing the recipient about goods or services, but also influencing him/her through various means. The article raises the problem of discourse of social networks, where various manipulative strategies, tactics and techniques of influence are used when communicating in virtual space. Attention is focused on communicative and pragmatic techniques of manipulative influence on the consciousness of consumers in Ukrainian-language advertising texts of the social network “Facebook”. It is noted that in order to implement the strategy of manipulative influence, advertisers resort to various tactics. The most common of them is the transaccentuation tactic, which consists in forming a positive mood through shifting the emphasis from buying the advertised product or service to receiving pleasant emotions and sensations. Transaccentuation is most often transferred to a feeling of joy, happiness, comfort, peace, help, the absence of obstacles. A value-oriented tactic is also used, which is aimed at activating positive value guidelines in the mind of the addressee and their association with the advertised product or service. In analyzed advertising texts, the following basic values are most often manipulated: freedom, security, rest, family. Less common is the tactic of masking – the creation in an advertising message of such a position of the addressee, which allows you to play different roles in order to transfer communication with the addressee to the plane of personal communication (position of the mentor, interlocutor, adviser).