LINGUISTIC MANIPULATION IN CAR ADVERTISING DISCOURSE

Abstract

The article studies the advertising discourse as a communicative and pragmatic pattern of speech behavior among advertising participants, achieved through advertising messages that combine lingual and paralingual elements. It considers the features of lingual, paralingual, and functional-pragmatic organization of the advertising text, considering various linguistic approaches. Taking advantage of the psycholinguistic approach, which emphasizes the impact of psychological factors on the linguistic structure of advertising, the research explores the use of linguistic manipulation as a means of coercive influence on consumers through selecting and using language mechanisms. Relevant to date remains the analysis of the means of linguistic influence of an advertising text at various levels of language – phonographic, morphological, lexico-semantic, and syntactic, which determines the topicality of the study. The study examines the structural and functional characteristics of English advertising text, specifically in the context of automobile advertising, and how they are used to manipulate audiences. It also identifies the unique features of English advertising texts, including their pragmatic function and linguistic nuances. The analysis of the English automobile advertising discourse finds that morphemic manipulation is most often achieved by using adjectives, verbs, nouns, and adverbs. Stylistic means also have significant manipulative potential and are the second most used in the advertising discourse.