Suggestive Potential of Syntactic Features of Environmental Advertising Texts (Based on the Russian and English Languages)

Abstract

The article is devoted to the study of the suggestive potential of syntactic expressive means in environmental advertising texts. Analyzing syntactic structures as a means of implementing the suggestive function in advertising contexts allows us to identify the most effective methods of suggestive influence on the audience. The study revealed that the Russian-language environmental advertising employs a limited variety of syntactic figures compared to the English-language texts. Nonetheless, rhetorical questions and parcellation are the most frequently used means of suggestion in both languages. Environmental advertising is focused on international issues, which explains the similarity in the choice of syntactic means in advertising text in different languages. In conclusion, the authors emphasize the significance of the syntactic features in the suggestive function of environmental advertising and their versatility across various languages for influencing an international audience. The results of this research can be used by the authors of advertising texts to the most effective impact on consumers’ subconscious.