Yu. Shevelov on the loss of self-uniqueness in soviet Ukrainian advertising

Abstract

Background. The nature and consequences of the impact of manipulative technologies on die minds of the average Ukrainian citizen require careful analysis of the areas of induence, among which there are advertising techniques in the diversity of their forms of manipulation of consumer mind.Purpose. The article focuses on the phenomenon of the formation of the Soviet person psychology by means of linguistic manipulation and advertising tactics described by Yu. Shevelov in journals “Svit”, “Ukrainskyi Zasiv”, magazine “Nova Ukraina”, and memoirs.Methods. The research is based on a comprehensive approach. The article uses inductive and deductive methods, and die method of interdisciplinary research. The possibilities of interpretative methodology used in interdisciplinary research are also taken into account.Results. Soviet advertising in die 1930’s and 1960’s was mostly informative. In the monotony of advertising nominations the individuality was lost. The lack of a creativity, and the desire to conceal one’s own individuality were reflected in the language; the word became the “wheels and cogs” of the totalitarian regime. Yu. Shevelyov considers general Russification as the state policy as well as the following signs: the destruction of representatives of culture, science, art; irresponsible aditude of journalists, writers, and publicists to the Ukrainian language, its significant Russification; upbringing of a new type of person, indifferent to his own culture and traditions.Discussion. The lack of a moving live idea led to the inability to create the effective advertising, the ideology of victory in the market for goods. This generates quasi-polemics and quasi-compliments within the advertising discourse, these concepts need further investigation.Conclusion. The loss of the self-uniqueness of the advertising text is due to the consistent and conscious linguocide of the Ukrainian language, the fostering of the inferiority complex of a man, a Ukrainian, the extermination of high-quality press and advertising in the native language, and further, the instillation of a new type of thinking - simple, cliched, essentially imperial - centered only on the imperial language.Article received 18.08.2019