Специфіка дискурсу медичної реклами

Abstract

The article is devoted to the peculiarities of medical advertising discourse, particular features of the advertised objects are outlined, functions and reasons of medications advertising discourse are described, and methods of influencing the addressee in this discourse are analyzed. It is stated that in the modern Ukrainian advertising reality a significant place is occupied by medical goods and services advertising. The relevance and importance of an in-depth study of this discourse are substantiated. The purpose of this article is to analyze the features of medical advertising discourse. Descriptive and functional research methods and a dictionary definition analysis method constitute a research methodology. The results of the study allowed concluding that medications advertising discourse has some features due to its subject area – intended for human health. Therefore, medical advertising discourse requires more detailed argumentation, persuasion, and evidentiality. The main functions of medical advertising discourse are distinguished, inter alia informational and pragmatic ones. The intelligence presents the key reasons stimulating the target audience to make a specific purchase: a reason for health, pain relief, desire to improve health, disease prevention, improving appearance, guidelines for the quality of medication, rate of response, and others. The main focus is the analysis of methods of influence on the addressee in the medical advertising discourse. These are methods of comparison, «appeal to figures of authority» method, application of a recommendation system, statistics provision, demonstrating concern for consumer health, creating a positive pragmatic background, unrevealed criticism of other medications, the opposition of «outdated» and «modern» in pharmacology, «scenario: problem-solution» method. The author notes that the peculiarities of medical advertising discourse require copywriters to find new ways to present information about medications. The article emphasizes that a characteristic feature and a mandatory component of medical advertising discourse is to warn of the risks of self-medication, the need for specialized medical consultation, and reading the instructions. The novelty of the scientific intelligence results lays in the study of the medical advertising discourse features, in particular the analysis of methods of linguistic manipulation with the conscious and the subconscious of the recipient in medical advertising texts.