STRATEGIES OF INDIRECT COMMUNICATION INFLUENCE IN THE HEADLINES OF COMMERCIAL ADVERTISEMENT

Abstract

The article analyzes the structural, semantic and communicative-pragmatic features of the headlines of texts of Ukrainian commercial advertising through the prism of the implementation of strategies of indirect communicative influence on the recipient. The role of the title as a means of attracting attention and interest to an advertisement and the representative of its main idea is determined.The aim of the study is to identify the language of the actualization of the headline in modern print advertising, the use of which contributes to successful advertising communications.The scientific novelty of the work is that it first attempts to carry out a multi-dimensional analysis of the headlines of modern Ukrainian commercial advertising, to consider communicative strategies for their creation. As a result of the study, it was found that the strategies of indirect induction to action are based on the value orientations of the target audience of the advertisement, its needs, desires and interests and are mainly based on psychological influence on the emotions and subconscious of a person.It is concluded that the effectiveness of advertising headings is achieved using special lexical units, taking into account not only semantic loading of tokens, but also the whole spectrum of connotative values, involving various stylistic means of syntax, which give the headings a special imagery and expressiveness.