ЛІНГВОСЕМІОТИЧНИЙ ВИМІР ДИСКУРСУ СОЦІАЛЬНОЇ РЕКЛАМИ США

Abstract

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.