Abstract
The article is concerned with the organization of Russian advertising slogans, which use cognitive mechanisms of linguistic manipulation. It determines the further analysis of communicative advertising strategies (associative and dissociative) and forms the object classification of cognitive manipulation in an advertising slogan, as well as types of connections in an advertising slogan. The latter has laid the basis for the presentation of possible cognitive models of advertising slogans. This article presents the results of empirical study, concerned with searching of the most efficient AS cognitive model from the mentioned above. DOI: 10.5901/mjss.2015.v6n5s2p270
Highlights
Advertisement, represented by advertising texts, is a human activity, which is aimed at solving certain linguistic problems
Grande Amica”: advertising object ĺ ĺ addressee): Top of Mind (45%); the number of respondents, recall rate (70%); average score of originality – 4.5. model 2 (abstergent AS “Vanish. More than a stain remover”: advertising object ĺ ĺ alternative advertising object): Top of Mind (25%); recall rate (50%); average score of originality – 3.5. model 3 (hygiene product AS “For those, who like their teeth” (PRESIDENT, toothpaste): advertising object ĺ ĺ addressee): Top of Mind (30%); recall rate (60%); average score of originality – 4.0
Grande Amica”: advertising object ĺ ĺ addressee): Top of Mind (50%); the number of respondents, recall rate (75%); average score of originality – 4.0. model 2 (abstergent AS “Vanish. More than a stain remover”: advertising object ĺ ĺ alternative advertising object): Top of Mind (30%); recall rate (45%); average score of originality– 3.5. model 3 (hygiene product AS “For those, who like their teeth” (PRESIDENT, toothpaste): advertising object ĺ ĺ addressee): Top of Mind (20%); recall rate (40%); average score of originality – 3.5
Summary
Advertisement, represented by advertising texts, is a human activity, which is aimed at solving certain linguistic problems. An advertising slogan is among the most efficient ways of making a text more market-oriented since it tends to replace the whole advertising text. According to the general purpose of a text, an AS is defined by an author’s objective. A text is a move towards this objective, determined by an author’s will and embodied in a speech act. The energy level of a speech act (in this case an AS) is directly-proportional to manipulation on a person, for whom this text has been written (addressee), i.e. an author’s focused effort (speech addresser) causes comparable manipulation on an addressee (Balabanova, 2003)
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