SUGGESTIVE-MANIPULATIVE SPECIFICITY OF ERGONYMAL VOCABULARY IN ADVERTISING DISCOURSE

Abstract

The article is devoted to important elements of advertising discourse ‒ ergonyms, trademarks and trademarks, in particular, their suggestive-manipulative potential. The purpose of our research is to outline the suggestive-manipulative possibilities of ergonomic vocabulary in advertising discourse. To realize the goal, you need to perform a number of tasks: consider the concepts of ergonim, trademark, trademark, brand, advertising sign, outlining common and distinctive features; to single out influential actualizers of ergonomic vocabulary in advertising discourse. The object of research was the phenomenon of the influence of advertising discourse, and the subject was ergonomic vocabulary as a specific condensate of the suggestive and manipulative potentials of advertising discourse. To achieve the goal, the following methods were used: descriptive to highlight the peculiarities of the nature of ergonomic vocabulary, its functional characteristics; the method of analysis and synthesis for the identification of the components of ergonims/trademarks and their combination into a single complex; modeling method for highlighting influential actualizers of ergonomic vocabulary in advertising discourse; the method of induction served to specify the general conclusions. Attention is focused on a thorough consideration of the definitions of E/R/ TM, their common and distinctive features. The leading components of advertising discourses are E/R/TM, which concentrate the information of the entire advertising campaign. E have many features in common with verbal R/TM: nomination processes, semantic motivation, lack of direct connection with the concept, suggestibility, functioning in the sphere of production and trade and emergence due to economic necessity under the influence of extralingual factors ‒ these are features also present in E, and in R. The main distinguishing feature is that R designates serial products, and not a single object, like E, where the most popular ones turn into a brand, becoming advertising themselves. E/R/TM are active components of various suggestive technologies of advertising discourse.A classification of acting actualizers, which can provide suggestive-manipulative possibilities for ergonyms, trademarks and trademarks, is proposed: structural features; semantic specificity; functional characteristics; the potency of perception, including “anchoring”; perseverativeness. We see the prospects of the research in the further in-depth study of the role of these names in creating the suggestive and manipulative influence of advertising discourses in various types of advertising.