IMPLEMENTATION OF SUGGESTIVITY IN THE SLOGANS OF POLITICAL ADVERTISING: MAIN STRATEGIES

Abstract

The article is dedicated to studying of the phenomenon of political advertising and political slogan as the quintessence of semantic dominants in the information political space of the state, and also offers the author's classification of strategies for suggestiveness realization in these texts, having been formed taking into account their deep, natural components. obligatory suggestive effect, the identification of which is possible only at the level of synthesis of the latest research methods and methodologies, first of all – Neurolinguistic Programming (NLP) (metamodel and Milton model), Suggestive Linguistics and Lies Theory (P. Ekman), as well as the NAP-structure of linguistic suggestibility and metamodels of linguistic suggestibility of political advertising slogans having been proposed in the previous articles. The paper describes the legislative identification of pathogenic texts in the information space of Ukraine; features of slogans as centers of advertising campaigns in general as the quintessence of the philosophy of the company or distributor of goods, which is the semantic dominant of any advertising campaign, and therefore it is natural that the success or failure of the campaign depends on it: its form and content, while its functional feature is the immanent suggestogenicity, the maximum activity of which is required by political discourse in view of its target strategies and tactics; the author characterizes the specifics of political slogans as a special type of such texts, distinguishing them from commercial ones on such grounds as continuity and frequency of action, specificity, differentiation, audience coverage; characterizes each of the proposed comprehensive strategies, formed by the synthesis of such new sciences as Neurolinguistic Programming, Suggestive Linguistics and Lies Theory, as a special communicative pattern, identifies its features and methods of identification, which would not only systematize the existing diversity of political and political in general, as a superpowerful phenomenon of modern information space, but also single out the dominant strategies of their construction and deep mechanisms of construction, and, consequently, propose strategies and tactics to neutralize the destructive effects of each of their types.