Language means of influencing the addressee in social advertising about Covid-19

Abstract

The purpose of the article is to identify the most typical linguistic means of influencing the addressee in social advertising, warning about the danger of the Coronovirus pandemic. An analysis of materials that appeared on various social networks, videos on Youtube.com and on the Stopcoronavirus.rf website for the period from May 2020 to March 2022 showed the high-frequency use of language games (50 % of videos) and neologisms (50 %) in the first period of the pandemic. During the period of mass vaccination against coronavirus, the number of “language games” and “neologisms” in social advertising decreased to 42.3 % and 34.6 %, respectively. Based on the data obtained, the author conducts an analytical examination and draws a conclusion about the strategic shift that occurred in the model of the “social advertising” speech genre during the pandemic. The use of the imperative form of the verb in incentive sentences is the most active morphological tool in constructing the addressing of social advertising about COVID-19, regardless of the period of the pandemic. This is due to the most basic goal of social advertising - to encourage people to do or not to do something in their personal interests, as well as in the interests of society.