VISUAL PREDICATES IN THE STRUCTURE OF MEDIA PHRASEOLOGISMS: SUGGESTIVE ASPECT

Abstract

The article is devoted to the analуsis of the predicate descriptions of phraseologisms in newspaper headlines, where phraseological units attract maximum attention and influence the audience. The relevance of application of neurolinguistic programming is accentuated in this aspect. Basing on the provisions of NLP, a suggestive markers array was isolated, which consists of the neuro-linguistic predicates. It was found that the activation of the title suggestion is done through the specific markers (predicates) in the structure of the idiom. Communication between modal marked phraseological units and their suggestive power was detected. On the bases of methodological framework of neurolinguistic programming visual markers were distinguished in the phraseological units that correlate with the representative systems stipulating the specific perception of the information received. Using the predicate characteristics of neurolinguistic programming, an analysis of semantics of the individual elements of phraseological units (neurolinguistic predicates) was carried out. According to morphological categories of visual predicates and their suggestive potential dominant and peripheral groups of these units were established. High productivity of the using of visual predicates was recorded. Identified predicates are implemented in different morphological categories, but more often they are expressed as adjective, with less dynamics – a verb and a noun. By semantic content, these are mostly adjectives to denote color. There are also examples of predicates, that are observed in the structure of the morphological synesthesia, maximizing the impact on the reader. The features to appeal to the reader's emotional sphere of the predicate in the structure of phraseological units, optimizing the suggestive potential of the media messages were analyzed. Such predicates visualize the message as much as possible, as well, and associate the addressee with the actual communicative space. Prospects for further exploration are in the expansion of the source of the study, namely analysis of the titles of Ukrainian Internet publications.