LANGUAGE MEANS OF MEDICAL ADVERTISING DISCOURSE

Abstract

The article updates the opinion of the relevance of a comprehensive study of the phonetic and lexical units functioning peculiarities in medical advertising discourse as a means to influence the consciousness of a potential consumer. The linguopragmatic orientation of linguistic means in the given discourse is revealed and their frequency of use in medical advertising texts is determined.
 It has been proven that phonetic and lexical means of expression have the significant suggestive potential for creating an effective advertising discourse. They are used to enhance the emotional impact of the advertising message, attract the attention of the addressee, and stimulate memorization of the content of the text. Due to phonostylistic means, a bright image of a medicine is created.
 The peculiarities of the phonetic means functioning were investigated through the analysis of the most common techniques: rhyme, alliteration, assonance, anaphora, epiphora, onomatopoeia, phonemic repetition, and anadiplosis. The features of the lexical means persuasive effect on the recipient are considered on the example of the most commonly used stylistic figures, namely: metaphor, metaphorization, epithet, comparison, antonyms, euphemisms, anaphora, epiphora, inversion, oxymoron, wordplay (pun), etc.
 It was established that phonetic and lexical means serve to achieve the advertiser's manipulative goal. The use of expressive techniques in medical advertising discourse is aimed at quick involuntary memorization of the advertised medicine. The phonostylistic means increase the expressiveness of the advertising text, stimulate the addressee's interest, contribute to the coherence of statements, and have a mnemonic and suggestive effect, which contributes to the realization of the addressee's motivational goal.
 The methodological basis of the research consists of descriptive, functional, structural and semantic, quantitative and statistical methods.
 More than 400 advertising texts from the Ukrainian mass media (television, Internet) and printed advertising publications (booklets, leaflets) became the material for linguistic investigation.