Abstract
The article is devoted to influential elements of social advertising discourse, where Milton-model inductions are arranged, which is proposed to be nominated as hypnoinducers. The purpose of the study was to identify actual hypnoinducers of the influential formula of positivity in social advertising discourse. The object of intelligence research is Ukrainian advertising megadiscourse, the subject is suggestive markers of Ukrainian social advertising discourse. General scientific methods contributed to the delineation of specific features of social advertising discourse, various types of hypnoinducers (descriptive method); identification of the components of a communicative suggestion and combining them into a whole (methods of analysis and synthesis); concretization of general conclusions (method of induction); construction of formula models of advertising influence (modeling method). Special linguistic — the study of the semantic load and functional features of linguistic components of social advertising discourse (contextualinterpretive and component analysis) and the communicative nature of advertising suggestogens (elements of discursive analysis). The methodological base of the latest scientific directions (suggestive linguistics and neurolinguistic programming) made it possible to differentiate and systematize relevant markers (hypnoinducers) of advertising suggestion (methods of meta- and Milton-model identification and suggestive qualification, which are distinguished by R. Bandler, J. Grinder, M. Erikson, T. Yu. Kovalevska. The formulas of vectors of emotional orientation of influence are presented: positivity, negation and change of vector (in commercial, political and social advertising discourses), where special attention is paid to the formula of positivity realized in social advertising discourse. Relevant hypnoinducers, which are fixed in the above formula. In particular, hypnoinducers of complex syntactic structure + lexical-semantic hypnoinductors ("point" markers) and actually lexical-semantic hypnoinducers are singled out. Truisms can act as hypnoinducers of complex syntactic structure; pattern break; "reading thoughts" complicated by other hypnoinducers, and quotations, or "quotes" of an established and transformed structure, which, in turn, often act as separate hypnoinducers without the support of lexical and semantic markers. Elements of the inverse metamodel of the processes of omission (nominalization, nonspecific vocabulary) and generalization (universal quantifiers, modal operators of necessity) act as lexical-semantic hypnoinducers. The characteristic feature is the presence of affectives as super (powerful) hypnoinducers, the presence of ergonomics varies, and predicates are not clearly represented. Prospects for research development: in-depth analysis and systematization of current hypnoinducers in various genres of advertising discourse, which will expand the spectrum of the most effective influential dominants.
Published Version
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