SPECIFIC STRATEGIES AND TACTICS OF INFLUENCE OF SOCIAL ADVERTISEMENT

Abstract

The article is devoted to particular communicative strategies which are realised in slogans of Ukrainian social advertisement to influence on recipient. A research object are texts of Ukrainian-language social advertisement, by a subject are language means of expression of communicative strategies and tactician of influence. For the decision of tasks the general and special methods of research are in-process used. Among general methods lean against the method of supervision; descriptive method; inductive generalization, quantitative analysis. By the leading special method of research contextually-interpretation, sent to establishment of varieties of communicative strategies within the limits of certain contexts; component analysis applied for finding out of semantic value of language means of expression of communicative strategies and partly method of Milton model authentication for explanation of influential index of the distinguished strategies. The analysis of communicative strategies of social advertisement gives an opportunity to do such conclusions: the specific of social advertisement is actually prohibitive strategy that is most frequent. Prohibitive strategy is presented for help tactician of the argued prohibition and actually prohibitive. At language level prohibitive strategy, realized by means of tactics of the argued prohibition and actually prohibitive tactics, by means of the use of vocabulary with the negative colouring, imperatives in 2 faces of singular, exclamatory key. In morphological composition of this communicative strategy verbs prevail with part NOT. Also specific for a social advertisement is shocking strategy that appeals to human fears. In morphological composition of this communicative strategy nouns prevail with negative semantics. The further analysis of communicative strategies and tactician as basic mechanisms of influence of social advertisement will give an opportunity to educe their language specific and influential properties, will do possible creation of the effective influential advertisement texts of social advertisement, sent to correction of mass consciousness.