Despite the fact that linguistic manipulation is used in almost all areas of the use of language, it is especially often used in politics, psychotherapy and advertising. It can hardly be denied that, communicating with each other every day, we periodically try to impose our point of view on someone: our personal attitude towards a person, situations, our view of a problem and its solution, etc. Thus, our very existence in society dictates to us the rules for using the language and its psycholinguistic possibilities. As for advertising, due to its main tasks (to influence the consumer's choice in favor of a product), it can be recognized almost entirely as a manipulative sphere of language application.

The essence of linguistic manipulation in advertising is as follows: advertising information is presented in such a way that the consumer, based on it, independently draws certain conclusions. Since the consumer comes to these conclusions himself, he automatically accepts such knowledge as his own, and therefore treats the information less critically and with more confidence.

In addition, the Russian language has such rich and expressive means of all levels that it allows one and the same phenomenon, object, and the same situations to be described in different ways. And this leads to the possibility of creating manipulative pictures of reality, which, on the one hand, are focused on the subconscious psychological impact on the consumer, and on the other hand, create an image of such a reality that is entirely subordinate to the author's position and models the author's point of view on the advertised object. For example, we can, on the one hand, call the same person who “loves to tell fables” a “dreamer and dreamer”, and on the other, “a liar, a liar, a deceiver.” Or the same dog that we met - “doggie, doggie” or “dog, mongrel, mongrel”. Moreover, if I describe to you a thing freshly purchased in a store as a "terrible, fearful rag", this does not mean at all that it actually is such - here you will encounter my individual, subjective view of the subject. Or maybe some of you will find it "a funny and original little thing"?

Thus, when faced with linguistic manipulation, we are not dealing with an objective description of reality, but with variants of its subjective interpretation.

There are three main areas of language manipulation that are used in advertising.

• The general emotional reaction to the advertising of the product is automatically transferred to the product itself and has a significant impact in the situation of consumer choice;
• Emotional memory is one of the most stable types of memory;
• Emotions are stronger and more direct than logical reasoning, so they are easier to model.

It is well known that positive and negative emotions stand out.

• · Travel company "Okhota" - have a rest with hunting!
• · Enjoyment of perfection does not require words. Silence is gold. Nescafe Gold is the pursuit of excellence.
• · Arigato for the party is the best!
• · The burglary clause will be canceled when everyone puts up the Dveridoff doors.

Certainly not all positive emotions can be attributed to the same level: admiration for perfection and pleasure from food or sex can hardly be attributed to the same level of emotions. Therefore, we will distinguish two levels of positive emotions.

• · the level of the ideal - love, creativity, admiration, beauty, perfection, striving for the ideal, dream, tenderness, etc. (Perfume voyage - give yourself beauty)
• physical level - pleasure from food, sexual pleasure, feeling of comfort, etc. (Seeds "Altai giant" - good taste, big size).

Such a division is, of course, not absolute, since often we are unable to draw a clear line between the ideal and the material: for example, where do ideal love emotions end and sexual ones begin? So, for example, in the slogan of cosmetics "Krasnaya liniya" ("Tender than tender"), there is both an ideal and a physical meaning. However, such a division makes our classification more complete and justified.

Referring to negative emotions in advertising is undesirable. However, there are a number of products whose main task is to solve a problem, and therefore, when describing a problem, one has to use negative emotions. Advertising of medicines, types of insurance, social advertisement actively works with negative emotions. It is important to remember that in this case, advertising should be built as follows: problem (negative emotions) - product (emphasis on efficiency) - problem solution (positive emotions). Here are some examples of the use of negative emotions:

· Orbit: Food is pleasure. Taste pleasure. But each time the acid-base balance is disturbed in the mouth and there is a danger of caries.

social settings. For any person, the relationship "I - society - I am in society" is very important. Therefore, advertising often manipulates various social attitudes of a person: self-esteem, self-affirmation, public opinion, etc. There are several main positions here:

Striving for leadership, success:

• · Canon: Bet on the leader.
• · Nivea for Men: For men who can take care of themselves.
• · AKTO windows. And who if not us!

Inclusion in the group of "stars", professionals:

• Filodoro. Tights for little princesses.
• Lux. Beauty soap for screen stars.
• Max Factor International. Cosmetics for professionals;

Place in the social hierarchy:

· Chevrolet Blazer: We found our place in life;

Involvement in "reference" cities, countries and their inhabitants:

• L&M. Date with America.
• · Lucky Strike is the real America!
• "Electrolux". Sweden. Made with the mind.
• Aleyka from the generous fields of Altai

Picture of the world. Each person has his own ideas about the world and its laws. Knowledge, skills, experience, emotions and sensations gradually add up to a single picture of reality, which in its objective basis coincides with the generally accepted one, but, of course, differs in subjective personal assessments. As a result, in advertising we are not dealing with an objective picture of the world, but with its interpretation. Such a difference in perception allows advertisers to create their own "versions of the world" (its emotional and evaluative images) and pass them off as real.

We single out three main directions within the framework of the picture of the world that advertising uses.

Image of reality. Advertising builds its own image of a part of reality, presenting it target audience as an objective fact (in the form of an axiom). Here we are faced with statements in the form of wise thoughts, aphorisms, peremptory statements, etc., attracting the perception of the world to the advertised object. It is to the image of reality that the phrase “Milk fairy tale. Health is delicious."

• · Lekker: Simple, like everything ingenious.
• · Forne - favorite taste!
• · Beer "Golden barrel": "Golden barrel". Life is Beautiful!

· Soap dries out the skin. Dove is different from regular soap. It is a quarter of a moisturizer. Try Dove moisturizer.

System of values. Any person during his life assimilates the system of values ​​accepted in society, and builds his own on its basis. Advertising actively uses various value settings, referring either to social ideal values ​​(love for one's neighbor, striving for a better life freedom, morality, justice, patriotism, civil rights etc.), or to individual-material (savings, benefits, profits, efficiency, guarantees, reliability, protection, benefits).

• Not everything is as accessible as low prices Tele2 GSM.
• · Dveridoff - installation without money
• · Desten brand computers are a reliable support for your business.
• · Seventh heaven. Comfort in your home.
• · Cardioactive is a reliable friend of your heart. The cardioactive will support the heart and keep it for a long and active life. Cardioactive from Evalar.

Stereotypical prescriptions for activity. Advertising can also use our ideas about typical behavior in repetitive situations, dictating to us their solutions and rather rigidly prescribing the course of action. Here we are dealing with a variety of "magic recipes" that can save us from all problems. Most of the time, we are given drugs in this way. detergents, food products.

• · "Nurofen" - and the pain is gone!
• Malavit - harmony in every drop!
• · "Vanish" - you can easily get rid of stains from linen.
• Evalar health gift
• · Ace. Gentle stain removal.
• · With "Olivik" the taste is softer and more tender.

One of the means of language manipulation is explicit and implicit comparisons. As you know, the use of explicit (open) comparisons with competitors in advertising texts is extremely undesirable: frank belittling of someone else's product can threaten litigation. It is no coincidence that we constantly hear about the mysterious “ordinary powders” and “other pads”, which in a crowd can not stand any comparison with the advertised product.

However, advertisers have found another way to use comparisons - these are hidden comparisons, which at first glance seem to only state the advantages of the product, but at the same time claim that it is “the only one”, “unique”, “supernova”, “new”, “first » «revolutionary», etc. Thus, an idea is created about the uniqueness of the product, next to which all other similar products are simply lost.

Consider the main types of comparisons (they can be both explicit and hidden) used in advertising.

Extended comparison. Such a comparison is formed by comparing the advertised object with the goods of the same product category.

• Super Jeans. Never before has high-quality mobile communications been so affordable.
• New Pampers. It absorbs faster than other diapers and helps keep your baby's skin dry.

Narrowed comparison. Comparing products of the same brand.

• · The new iron from Phillips creates more steam, guaranteeing excellent results.
• New Dirol. Live with a smile.
• New "Drop-Ultra" with an improved formula is effective even in cold water.
• · New shower gel Timotey - vanilla fantasy. Touch of nature.

Displaced comparison. Compare products from different product categories.

• · Samsung phones. The best it can give cellular.
• · M&M's. Milk chocolate. Melts in your mouth, not in your hands.

Indefinite comparison. The product is compared with unknown (it is not clear with what).

• Maxwell House coffee. Surprises with a new pleasant, rich taste. Get ready for new experiences.
• Samsung. You see more than ever.
• "Imunelia". New idea health. The idea of ​​a new life.
• · Not everything is as affordable as the low prices of Tele 2 GSM.
• "Chibo". Giving the best.

Degenerate comparison. This is not so much a comparison as a statement of the uniqueness of the product and its absolute superiority (often artificially created) over the rest: the only, unique, revolutionary, etc.

• · When the protection weakens, special bacteria come to the rescue, which are only found in Actimel.
• Dr. Bormenthal. Weight loss without restrictions.
• L`Oreal hair dye. Unique color technology.
• · Jockey. Whenever you want coffee.

• advertising speaks of facts, but has in mind values;
• advertising does not show the real product and its properties, but the image of the product;
• advertising speaks of freedom of choice, but focuses on the purchase of a specific product.

From the foregoing, we can conclude that advertising is the most extensive area of ​​application of language manipulation.

Pronina Anna

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18th regional scientific and practical conference

"Intellectuals of the XXI century"

Section: Linguistics (Russian language)

MOU secondary school No. 105, grade 9.

Supervisor:

Krainova Natalya Ilgizyarovna,

Teacher of Russian language,

MOU secondary school No. 105.

Chelyabinsk 2011

Introduction………………………………………………………………………………………….3

Chapter 1. Speech impact ……………………………………………………………………..4

1.1 The concept of speech impact ……………………………………………………………..4

1.2 Types of speech impact …………..…………………………………..………………..4

2.3 Linguistic means of influence in advertising ……………………………………………..........7

2.4 Methods of speech influence in advertising .............................................................. .......................ten

Conclusion ……………………………………………………………………………………..14

References ……………………………………………………………………………….15

Introduction

Advertising is an important component of the speech world that surrounds us. Today, the importance of advertising is beyond doubt, as it plays a key role in the development of a market economy. Even V. V. Mayakovsky in the article “Agitation and Advertising” wrote: “not a single, even the most sure thing, moves forward without advertising ...Advertising is the name of the thing. As a good artist creates a name for himself, so he creates a name and a thing for himself. Seeing a “famous” name on the cover of a magazine, they stop to buy. If it were the same thing without a name on the cover, hundreds of scattered people would simply pass by ... Advertising should endlessly remind of every, even wonderful thing ... ”.

Advertising allows you to control the promotion of goods on the market, create and consolidate the buyer's stable system of preferences for the advertised objects, make adjustments to sales activities. Using the possibilities of directed influence on the consumer, advertising contributes not only to the formation of demand, but also to its management.

With this influence, a number of different methods and techniques are used that affect various mental, sensory and biological structures of a person, both on a conscious and unconscious level. But, unfortunately, the impact on the consumer in some cases occurs with the help of manipulative techniques - different kind gimmicks, intentional incitement and covert inducement to make purchases.

We consider it interesting to consider the ways of speech impact in advertising, therefore, we have determined for ourselves the following tasks:

1. Study the literature on this topic.
2. Investigate the features of the advertising text and the phenomenon of speech impact in it.
3. Select and analyze promotional videos for the presence of speech impact techniques in them.
4. Summarize the methods of speech impact in advertising and draw a conclusion about the nature of their application.

Objective: prove that in modern advertising contains such methods of speech influence that have Negative influence to the addressee.

Subject of study:methods of speech influence in advertising.

Object of study:video and audio advertising.

In our work, we used the following research methods:

Descriptive Method- a technique for observing the material under study (they took advertising as a subject of research and analyzed it);

- structural method -within this method component analysis was used in the work, i.e. advertising text we decomposed into certain components and studied these components for the presence of speech influence in them.

Chapter 1. Speech impact.

1. The concept of speech impact

The development of the theory of speech influence originates in ancient rhetoric, for example, in the works of Aristotle. In modern linguistics, the study of speech influence is devoted to the works of Zheltukhina M.R., Issers O.S. and others [Vorontsova T.A., 2006: 30].

There are two points of view on the interpretation of the term "speech impact". Some researchers proceed from the fact that the process of influence is carried out as a process of interaction with the addressee, that is, the goal of such influence is to achieve a compromise between the interlocutors. Another approach is that the speech impact is a unidirectional process, in other words, the addressee is a passive listener, whose opinion and behavior the speaker is trying to control.

In our work, we will rely on the second point of view. The definition of Pirogova Yu.K., where the speech impact is understood as “a planned impact on the knowledge, attitudes and intentions of the addressee in the direction necessary for the addresser” [Pirogova Yu.K., 2002: 209], has become a working one for us.

Thus, speech influence is the motivation of the listener with the help of speech to a certain action.

1.2 Types of speech influence

1. Belief - impact on the consciousness of the individual through an appeal to her own critical judgment. The basis of the method of persuasion is selection, the logical ordering of facts and conclusions according to a single functional task, a logical proof, possibly coupled with emotional pressure, designed to ensure that the recipient consciously accepts a system of assessments and judgments in accordance with a different point of view. Instilling confidence in the interlocutor that the truth has been proven, that the thesis has been established, using both logic and emotional pressure.
2. Proving - logical reasoning "Tide" "Do not scold children to wash Tide" In 2 weeks, make sure that Tide does an excellent job and removes various stains, even which they themselves did not notice.
3. Persuasion is the emotional prompting of the interlocutor to abandon his point of view and accept the desired one. "Dosia" - powder

4. Suggestion (the urge of the interlocutor to take on faith what was said without deliberation and critical reflection). Suggestion- impact on the subconscious, emotions and feelings of a person, indirectly providing an impact on his mind, will, behavior due to the weakening of the control and regulatory function of consciousness, reducing consciousness and criticality in the perception and implementation of the suggested content, as well as the lack of purposeful active understanding, detailed logical analysis and assessment of this state of a person in relation to his past experience [Golovin S. Yu. 2003, Pankratov V.N. 2001, Cherepanova I. Yu. 1995].

5. Coercion (forcing a person to do something against his will) - in the conclusion, write down which methods of speech influence are not found in advertising. At the same time, effective and “civilized” I.A. Sternin names the first four methods, noting that "speech influence as a science of effective and civilized communication teaches us to do without coercion" [Sternin I.A. 2001].

In addition to suggestion and persuasion, according to a number of researchers, the methods of speech influence include infection (E.F. Tarasov, V.N. Pankratov, M.R. Zheltukhina) and imitation (V.N. Pankratov, M.R. Zheltukhina ).

6. Infection - the process of transferring an emotional state from one individual to another at the psychophysiological level of contact - in addition to the actual semantic impact or in addition to it.

Advertising is not the brainchild of the twentieth century. Its name comes from the Latin"reclamation" meaning "to shout out". Already in ancient Greece and ancient Rome, merchants caught potential buyers, not sparing the vocal cords.

The text is just words, a collection of symbols and signs that carry commonly used meanings that have integrity and coherence. The word, a unit of text, is in itself a formidable weapon, with its help one can execute and pardon, bestow hope and deprive oneself of self-confidence. But words can be negotiated and then, according to your wishes, they will be profitable. Advertising is precisely what tames words, forcing them to serve a person.

Advertising text is created in order to have a premeditated impact on the consumer. Texts that can evoke the necessary images and associations in the reader are called effective. They have an impact due to the thoughtful construction of phrases and a well-chosen style of presentation. Writing high-quality advertising text is an art.

Using the possibilities of directed influence on the consumer, advertising contributes not only to the formation of demand, but also to its management.

Attracting customers - informing them about new products, services, points of sale. Usually, the advertising message lists competitive advantages advertised company, pluses that its customers can acquire.

Increasing sales - it is understood that advertising, as a marketing tool, helps to increase sales. However, in order for the client to make a choice in favor of the advertised store (company, bank, service, etc.), one advertising message, as a rule, is not enough. When a client came to or called the advertised company, it is important for him not only what the advertisement promised him, but also whether these promises were true. How the client will be met, what product he will see on the shelves, at what price he will be able to purchase it - these and other factors also affect the growth or decline in sales. Advertising only directs and makes you remember.

Sales regulation - if you forget about this function of advertising, you can easily earn a negative image. You always need to remember that the quantity of the product must meet the expectations of the advertising campaign (yours and the client). If the autumn collection of clothes (for example) is sold out, remove advertising from the air, stop publishing in the media.

By law Russian Federation according to the object of advertising:

A real advertising text creates a special virtual reality, it uses information stored in human memory, works with associations, pushes to conclusions and inspires what a skilled author puts into it. To achieve the best effectiveness, advertising must be believable, emotionally positive, personalized and, above all, meet consumer expectations. Advertising should not be aggressive - advertising campaign not to be confused with war.

The main features of the advertising text are: introduction and conclusion. They attract the most attention, and are one of the main elements in the structure of the advertising text. The first paragraph is the most important element after the title of the advertising text. It is in the first paragraph that a person decides whether he will read the text further or not.

The final paragraph does several things at once. First of all, he completes the advertising plot of the message and unifies it. The conclusion should contain a call to action, and tell readers how they can get the advertised product. If the conclusion is bright and inviting, do not hesitate, the client will call you.

The main persuasive feature of the advertising text is the benefits of the product and how it is used. The author considers suggestion as a way of speech influence, which is a conscious, unreasoned impact on a person or group, aimed at changing their state or attitude to something.

The author focuses on such a function of the advertising text as demonstration, which implies the need to point out the object and its features, show the skills of handling it, and present the skills of handling the goods. V. N. Stepanov clearly shows which markers represent these functions in specific texts and describes all the stages of speech impact in an advertising text.

Convinces that the effectiveness of an advertising message depends not so much on the time parameters taken into account by the compiler of the text, but on the target audience, the concept of the product or product, the means of distribution and the strategy of communication with the potential buyer.

2.3 Language means of influence in advertising

In her work "Complex suggestive impact of the language of the media" Zheltukhina M.R. noted the ability of the media to influence all areas human activity in certain interests: “Mass media are filters that, due to the lack of the possibility of direct perception by the addressee of the surrounding reality, as a result of the selection of information and the formulation of messages, opinions, assessments, are capable of creating distorted, displaced images of reality.” We believe that advertising is also capable of influencing the addressee; linguistic means of various levels are used to achieve this goal. Let's take a closer look at the examples:

1. At the syntactic level - the establishment of causal relationships (used subordinating conjunctions with the meaning of cause and effect - so, because, therefore, as a result of which, since, in connection with, etc.)

1) Garnier Fructis melting mask

Tired of waiting for the mask to work? In 1 second, it penetrates the hair and restores it. Your hair will be like new!

2) Washing powder "Myth"

“The freshness of linen is my merit!” - the addressee concludes that he will receive fresh linen as a result of washing with this powder.

(Type of speech influence: infection)

4) Haggis - a special breathable surface with millions of micropores easily passes air, keeping baby's skin healthy.

1. Building an associative series

1) "Head and Shoulders":

When the respondent is asked the question: “Name dandruff shampoo No. 2?...”, he finds it difficult to answer, but the second question: “Name dandruff shampoo No. 1?” Does not confuse, all participants give an unambiguous answer: “ Head and Shoulders.

"There is only one number one" - sounds at the end of the video.

(type of speech influence: persuasion)

1. Lexical level - vocabulary of obligation (verbs in the imperative mood)

1) Powder "Tide": "Make sure!"

2) Garnier Fructis melting mask “Take care of yourself!”

3) Lancome Face Cream: "Try Our First Youth Activator"

4) Coffee "Nescafe classic wake up for life!"

1. In the vast majority of examples, suggestion, as a form of speech influence, uses an appeal to authority - the hero of the commercial is a famous person.

Activia Tasha Strogaya and Natasha Stefanenko are the hosts of fashion programs, which are very popular among women, the creators of the advertisements have relied on the fashionable image of the presenters themselves;

Cosmostars: “Future cosmonauts start every day with training and a healthy breakfast. These delicious Cosmostars Honey Stars now contain whole grains, which means a lot of whole nutrients and so much useful energy. The quality of products, the quality of life ”(Speech delivered by Yulia Kostyushkina, Olympic champion in acrobatics).

“We trust Fruto Nyanya, because most pediatricians in Russia recommend it” - the statement is supported not only by the opinion of caring mothers, but also by the opinion of doctors - belief.

Listening to the opinion of a famous person, the addressee perceives the information without critical reflection.

1. Stylization for phraseological turns, creation of memorable slogans, mottos:

1) Haggis - Everything will work out!

2) Toyota - drive the dream.

3) Wash in secret - do not scold children.

4) Škoda Auto is simply brilliant.

5) L-auto - You don't have to be a sales genius if you have a great product.

6) Resolute - helps the liver in the morning, afternoon and evening.

Conclusion:

It, like everything around us, is changing. It becomes brighter, more expressive, more emotional. Sometimes it is annoying, sometimes it has a magical effect. Many expressions from advertising texts enter our speech, become aphorisms. Probably, we can no longer live without advertising. But we must be attentive to the language of advertising, to distinguish good from bad.

We are interested in high-quality, tasteful and humorous advertising. But this is not an easy art, requiring great tact. Illiterately constructed advertising text can have a negative impact on a person, in particular on his speech.

the presence of ways of speech influence in them, we came to the following conclusions:

1. Each commercial contains at least one of the ways of speech impact, therefore, advertising has a negative impact on the addressee.
2. The most common is infection.

While conducting research, we came across the fact that not in all advertising, it is the audio series that plays a key role in influencing the addressee. Often the perception of advertising text depends on the video series. Therefore, in prospects In our work, we intend to continue the study of advertising, but from a different position - the position of the relationship between words and images in advertising.

Literature

1. Mayakovsky V. V. Agitation and advertising // Mayakovsky V. V. Complete works: In 13 volumes / USSR Academy of Sciences. Institute of world literature. them. A. M. Gorky. - M.: Artist. lit., 1955-1961. T. 12. Articles, notes and speeches: (November 1917 - 1930).
2. Svetana S.V. Language and style of tools mass media and propaganda. M., 1980.

5.1. Language manipulation
Language manipulation- this is the selection and use of language tools with which you can influence the addressee of speech.

As a rule, linguistic manipulation involves such an impact on the consumer of advertising that he is not aware of and perceives as part of objective information about the product.

Speaking of language manipulation, we touch upon a complex and still underdeveloped area of ​​psycholinguistics, although there are several authors who conduct research in this direction: A. Baranov, E. Dotsenko, Yu. Grebenkin, V. Zhelvis, L. Kiseleva, E. Klyuev, R. Mokshantsev, V. Petrenko, Yu. Pirogova, P. Parshin.

Despite the fact that linguistic manipulation is used in almost all areas of the use of language, it is especially often used in politics, education, psychotherapy and advertising. The methods of neurolinguistic programming of NLP are currently being developed very actively. It can hardly be denied that, every day, communicating with each other, we periodically try to impose on someone our point of view, our personal attitude towards a person, situations, our view of a problem and its solution, etc. Thus, our very existence in society dictates to us the rules for using the language and its psycholinguistic possibilities. As for advertising, due to its main tasks (to influence the consumer's choice in favor of a product), it can be recognized almost entirely as a manipulative sphere of language application.

However, with all the effectiveness of manipulative techniques, one must remember that advertising under no circumstances should mislead the consumer, giving deliberately false or ambiguous information. We turn to the study of the manipulative possibilities of language and psycholinguistics techniques not to deceive the consumer, but to increase the effectiveness of advertising messages.

Since the consumer comes to these conclusions himself, he automatically accepts such knowledge as his own, and therefore treats the information less critically and with more confidence.

In addition, the Russian language has such rich and expressive means of all levels that it allows one and the same phenomenon, object, and the same situations to be described in different ways. And this leads to the ability to create manipulative pictures of reality, which, on the one hand, are focused on the subconscious psychological impact on the consumer, and on the other hand, create an image of such a reality that is entirely subordinate to the author's position and models the author's point of view on the advertised object. For example, we can, on the one hand, call the same person who loves to tell fables a visionary and a dreamer, and on the other, a liar, a liar, a deceiver. Or the same dog that we met - a dog, a dog or a dog, a mongrel, a mongrel. Moreover, if you call a thing recently purchased in a store a terrible, shapeless rag, this does not mean at all that it is such in fact. Here you will encounter an individual, subjective view of the subject. Or maybe some of you will find it funny and original?

Thus, when faced with linguistic manipulation, we are not dealing with an objective description of reality, but with variants of its subjective interpretation.

There are three main areas of language manipulation that are used in advertising.

Emotional memory is one of the most enduring types of memory;

Emotions are stronger and more direct than logical reasoning, so they are easier to model.

It is well known that positive and negative emotions stand out.

Undoubtedly, in advertising it is important to refer specifically to positive emotions to later link them to the product. It is no coincidence that advertising is full of all sorts of expressive statements, for example:
^ Enjoying perfection does not require words. Silence- gold. Nescafe Gold- The pursuit of excellence.
AT how the secret of individuality? When does magic appear? What gives unique taste? New ^ Voque. Light accent in the mood.

Complement the fresh breath of the morning with the magical aroma of magnificent Greenfield tea. And may your every day be beautiful. Greenfield tea. What you appreciate.
Of course, not all positive emotions can be attributed to the same level: admiration for perfection and pleasure from food or sex can hardly be attributed to the same level of emotions. Therefore, we will distinguish two levels of positive emotions.

^ Ideal Level- love, creativity, admiration, beauty, perfection, striving for the ideal, dream, tenderness, etc.
Margaret Astor. How beautiful you are!

"Happy Holiday": Clinique's line of "happy" fragrances has a new arrival- New Happy Holiday. The fragrance perfectly conveys the atmosphere of the holiday- it is carefree fun, sincere joy and expectation of something extraordinary. The composition of the fragrance is reminiscent of Clinique Happy, but now it has become more intense and bright. Fresh citrus notes, intertwined with delicate florals, create an aura of femininity, attractiveness and eternal youth.
^ Physical level - pleasure from food, touch, smells, sexual pleasure, feeling of comfort, etc.
Love radio. regularly and with pleasure.

Pleasure cannot be shown. It must be felt. Mars. When you feel like it.

The spectrum of fragrances from Camay is becoming more and more diverse.- he tries to embrace scents that suit a wide variety of women and their moods. The Camay collection has chic scents, natural scents, fresh scents, traditional scents, expressive scents, and vibrant scents. expressive- mysterious, accentuated, exotic. These include the Camay Mystique lines, a mysterious fragrance for mysterious natures who love everything unusual and exotic, and Camay Sensuelle, a sensual, caressing, inviting fragrance for women to the tips of their nails. People around cannot resist such a woman, and most importantly, she herself feels irresistible. In aromas notes of grapefruit, coconut, spicy cloves.
Such a division, of course, is not absolute, since we are often unable to draw a clear line between the ideal and the material. So, for example, in the slogan of cosmetics "Red

line" ("Tenderer Tender") there is both an ideal and a physical meaning. However, such a division makes our classification more complete and justified.

Turning to negative emotions in advertising is undesirable: we have already talked about the transfer of emotions from advertising to a product. However, there are a number of products whose main task is to solve a problem, and therefore, when describing a problem, one has to use negative emotions. Advertising of medicines, types of insurance, social advertising actively work with negative emotions. It is important to remember that in this case, advertising should be built as follows: problem (negative emotions) - product (emphasis on efficiency) - problem solution (positive emotions). This rule is maintained in the text of the advertisement of the Aelita Beauty Academy:
Skin needs care at any age. Only when she is beautiful and healthy, you can be confident in yourself and your own irresistibility. Enlarged pores and acne cause a lot of inconvenience. For the treatment and prevention of such troubles, the Aelita Beauty Academy provides treatment using intense pulsed light technology. Enlarged pores are narrowed, the surface of the skin is leveled and the result is guaranteed.
Here are some more examples of the use of negative emotions:
^ Pimples and blackheads- It is a disease that can and should be treated. Using "Zinerite", after 2 weeks you will look much better. "Zinerite"- reliable means from acne!

"Lamisil". Want to have healthy skin on your feet? Is the skin of your feet thickened, flaky, sometimes red, blistering, itchy? Most often it is a fungal disease. Do not despair!..

^ Orbit: Food- it is a pleasure. Taste pleasure. But every time the acid-base balance is disturbed in the mouth and there is a danger of caries ...
2. social settings. For any person, the relationship “I and society” is very important; "I'm in the community." Therefore, advertising often manipulates various social attitudes of a person: self-esteem, self-affirmation, public opinion, etc.

The advertising of the “Mer” toilet water is built entirely on social settings, which is dictated by the semantics of the name.
^ Toilet water "Mayor". The energy of accomplishments... This fragrance was created for the 850th anniversary of the capital and is dedicated to the mayor of Moscow.

It is an organic continuation of the Moscow line of fragrances, which is constantly being developed by Novaya Zarya. "Mayor"- a fragrance for those who combine calmness with energy, stability with dynamism, who know the value of time and are quick in their decisions, who are loyal to friends and adequately respond to opponents, who surround their beloved with care and will not miss their happiness.
There are several key points here.

1) striving for leadership, success:

^ Canon. Bet on the leader.

Nivea for Men: For men who can take care of themselves.

Sharp laptops: A new formula for success.

Peugeot: I'm invincible! Confidence that is always with you.
2) inclusion in a group famous people, stars, professionals:

Filodoro. Tights for little princesses.

^ Lux. Beauty soap for screen stars.

Max Factor International. Cosmetics for professionals.
3) place in the social hierarchy:

Chevrolet Blazer: We found our place in life.

"Dilmah Lady Gold"- tea for true ladies.

Jean Paul Gaultier. Gifts of kings What prevents you from feeling like a queen? Breathe in the exciting aroma of My Queen- and see how your look and posture will change. How else, when a fashion designer and a charming man calls you his queen?
4) involvement in "reference" cities, countries and their residents:

Scavolini. Bestseller from Italy. Chesterfield. The scent of America. Lucky Strike- real America! Brook bond. Always English. Consistently strong. Electrolux. Sweden. Made with the mind.

Today in Russia you can experience the delightful world of Paris.
At the same time, a “reference attitude” is possible not only towards other countries, but also towards Russia.

Prima Lux. Russian scale.

Evgo. Made in Russia. Made for Russia.

"Russia"- generous soul.
3. Picture of the world. Each person has his own ideas about the world and its laws. Knowledge, skills, experience, emotions and
sensations gradually add up to a single picture of reality, in its objective basis coinciding with the generally accepted one, but, of course, differing in subjective personal assessments. As a result, in advertising we are dealing not with an objective picture of the world, but with its interpretation. This difference in perception allows advertisers to create their own! "versions of the world" (its emotional-evaluative images) and give out! them for real.

We will highlight three main areas within the picture of the world that advertising uses.

Here we encounter utterances in the form of a mudra; thoughts, aphorisms, peremptory statements, trying to connect the perception of the world with the advertised object. It is the image of reality that should be attributed to the catchphrase "Tefal. You always think of us."
Happy Holiday.

Lekker: Simple, like everything ingenious.

Dolphin Ore jewelry: The beauty of the world is in diversity.

Beer Patra: Life is good as long as the cork jumps.

Beer "Golden barrel": "Golden barrel". Life is Beautiful!
Advertising pharmacy "Soyuzpharma" begins with statements that! taken as axioms and do not require proof. And this] row contains information about the advertised object:
The city is changing, something is getting better, something is hard] to get used to, something is gone forever. But just like before, there is a pharmacy near your house where you can get help. Soyuzpharma pharmacies. All good things are around you.
In the Salvatore Ferragamo advertisement, the enumeration of real facts turns into a conversation about the advertised product - the consumer is thus included in the situation of consumption:

Shoe boutique "Salvatore Ferragamo". Gloria Swenson pre-"revered classic shoes. Marlene Dietrich, on the contrary, strove for avant-garde design. Ingrid Bergman felt comfortable in low heels. And the ballerina Alicia Markova always carried two suitcases of high-heeled shoes with her. What kind of shoes do you prefer? No matter your answer, it certainly should be comfortable.And you have a place to find your treasured pair.In September, a boutique of the most famous shoemaker of the 20th century, Salvatore Ferragamo, opened in Moscow.

System of values. Each person during his life learns the system of values ​​accepted in society, and builds his own on its basis. Advertising actively uses various value orientations, referring either to social and moral values ​​(love of neighbor, striving for a better life, freedom, morality, justice, patriotism, civil rights, etc.), and to individual material values ​​(savings, benefits, profits). , efficiency, guarantee, reliability, protection, benefit).

^ New "Ultra Drop" with improved formula is effective even in cold water.

Panties "Libero". Stay dry longer.

Not everything is as affordable as the low prices of Tele 2 GSM.

Orgbank: Stability of a reliable business.

Desten brand computers- reliable backbone of your business.

Network equipment 3COM and CISCO: An island of stability in the ocean of business.

^ Meat-packing plant "Syzran". Each family has its own traditions. And only one unites us. We strive to make our lives happier and our table- more varied and useful. And the Syzran Meat Processing Plant has been helping us with this for 70 years. He works so that every home has a holiday. So that every table has delicious, delicate delicacies. So that you can spend more time with your family. To all those you love. Take care of your loved ones. Give them a taste they will appreciate. Syzran. My favorite sandwich.

^ Stereotypical activity recipes. Advertising can also use our ideas about typical behavior in repetitive situations, dictating its own solutions and prescribing a course of action.

"Nurofen"- and it does not hurt anymore!

Zippo- once and for all life.

"Vanish"- you can easily get rid of stains from linen.

Shampoo Organics: For beautiful hair today and tomorrow.

Asya. Gentle stain removal.

With "Olivik" the taste is softer and more tender.

Here we are dealing with a variety of magical recipes that can save us from all problems. Most often, advertising in this way imposes medicines, detergents, food products on consumers.
^ Vibrating Soap. We present to your attention Vibrating Soap soap, created especially for lazy people. For those who are too lazy to even soap their hands on their own. Now it's a holiday on their street. All you have to do is take the soap in your palms and it will vibrate and tumble there, thoroughly lathering your hands. As soon as you put the soap back on the stand, it calms down and lies there quietly, no different from an ordinary bar of soap. The trick is that inside the soap there is a mechanism similar to a vibrating alert for mobile phones, which makes the soap work for you.

^ Sometimes you want something like that. Everyday food, as we all know, gets boring quickly. Go to restaurants every evening- the same as taking a taxi to the bakery. Therefore, there is one solution: sausages from the Tsaritsyno company. No wonder the name is royal- taste and quality are top notch. The oldest experience of cooking meat delicacies has been brought to you and me. Enjoy royal food at home. Sausages from Tsaritsyno.

Explicit and implicit comparisons

As you know, the use of explicit (open) comparisons with competitors in advertising texts is very undesirable: frank belittling of someone else's product can threaten litigation. It is no coincidence that we constantly hear about the mysterious "ordinary powders" and "other pads" that all in a crowd can not stand any comparison with the advertised product.

However, advertisers have found another way to use comparisons - these are hidden comparisons, which, at first glance, seem to only state the advantages of the product, but at the same time claim that it is “the only one”, “unique”, “supernova”, “novelty”, “ first", "revolutionary", etc. Thus, an idea is created about the uniqueness of the product, next to which all other similar products are simply lost.

Let's consider the main types of manipulative comparisons (they can be both explicit and hidden) used in advertising.

1. ^ Extended comparison. Such a comparison is formed by comparing the advertised object with the goods of the same product category.

"Super Gina". Never before has high-quality mobile communication

was so accessible. New Pampers. It absorbs faster than other diapers and

helps keep your baby's skin dry.

^2. Narrowed comparison. Comparing products of the same brand.
The new iron from Philips creates more steam for superior results.

New Dirol. Live with a smile.

The new "Drop-Ultra" with an improved formula is effective even in cold water.

^ New shower gel Timotey- vanilla fantasy. Touch of nature.
3. Displaced comparison. Products of different product categories are compared: tea - with coffee, telephones - with communication, chocolate - with dragees.
Ahmad. As strong as coffee, English Breakfast morning tea, luxurious English Afternoon Tea and delicious Earl Gray tea with bergamot make up an excellent trio, which takes into account all the nuances of the most demanding, refined taste.

Samsung phones. The best that cellular communication can give.

M&M's. Milk chocolate. Melts in your mouth, not in your hands.
4. Indefinite comparison. The product is compared with something abstract, advertising promises some new sensations, ideas, something better.
^ Maxwell House Coffee. Surprises with a new pleasant, rich

taste. Get ready for new experiences.

Samsung. You see more than ever.

"Imunelia". New idea of ​​health. The idea of ​​a new life.

^ Not everything is as affordable as the low prices of Tele 2 GSM.

"Chibo". Giving the best.
5. Degenerate comparison. This is not so much a comparison as a statement of the uniqueness of the product and its absolute superiority (often artificially created) over the rest: the only, unique, revolutionary, etc.
^ When the protection weakens, special bacteria come to the rescue, which are only found in Actimel.

Duru 1 + 1. A unique soap with lines of natural extracts.

Hair dye L "Oreal. Unique color technology.

"Jockey". Whenever you want coffee.

Very often degenerate comparisons are used in advertising of cosmetics, shampoos, medicines, because they the main task- to assure the target audience of an effect that cannot be achieved by any other means. For example:
SUNSILK will give the shine of a sunny shine to your hair. The unique formula, enriched with natural chamomile extract, has a brightening effect... The unique formula, rich in cinnamon extract, will give an unrivaled shine to red hair.

Garnier Fructis. Help for dry hair. Garnier Fructis. Recovery and shine. Never before has a care program provided a deeper recovery. This is the first regenerating series with nourishing ingredients and fruity micro-oils for dry, sensitive and damaged hair.

^ Painting your nails has never been so easy! Innovation! The new One Touche Brush allows you to easily and evenly apply varnish with just one touch. Unique, patented brush only in Lumene nail polish! New Quick&Chic nail polish.

5.2. implicit information
implicit information - this is information that is not explicitly expressed in the text, but exists as a subtext and can be conjectured by the consumer.

Considering the manipulative possibilities of advertising, we have already talked about the discrepancy between objective and subjective information about the world. It should be added here that the consumer, when perceiving the text, not only reads the literal meaning, but also complements, expands this meaning on the basis of personal experience, knowledge, expectations. Of course, such additional inferences (implicatures) are largely justified, but they can also be completely unexpected and arbitrary: firstly, people have different life experiences, levels of knowledge, etc., and secondly, implicit information is the result of free interpretation text, and therefore can be completed by a person through associations of any direction.

1) reports facts, but means values;

2) shows not the real product and its properties, but the image of the product;

3) speaks of freedom of choice, but focuses on the purchase of a specific product.

The use of implicit information is quite an effective and attractive technique for advertisers. This is explained as follows.

1. The consumer perceives implicit information without analysis and critical evaluation, since he derives it himself, and therefore accepts it as it is presented and does not require proof.

2. Since the implicit information is not explicitly expressed, the advertiser and the advertiser are more difficult to hold legally liable.

Thus, implicit information is easily perceived by the addressee and influences the formation of an opinion about the advertised product (service) bypassing the analytical procedures carried out by a person.

Based on implicit information, a reception is built lateral (side) programming - impact on human behavior bypassing the consciousness and will of the consumer. The main thing in lateral statements always remains in the background and is accepted by the consumer as something obvious. For example, from the slogan "Status, dresses the man she undresses" the reader's independent conclusion follows that a man in Status clothes is sexy and attractive, and, therefore, by buying such clothes, one can achieve the promised sexuality and attractiveness. And from the slogan Colgate Total. Choice of dentists» a conclusion is expected high quality and effectiveness of toothpaste, which is preferred by people who are able to evaluate it professionally.

Let's take another example. In an advert for a Mars bar "Pleasure cannot be shown- it must be felt. Mars. When you want" the word "pleasure" is used, which applies to both food and sex. It is on the second meaning that the effect of advertising is built - the text has two meanings (at the same time, the emphasis is on sexual overtones - one of the strongest motives).

5.3. Neuro Linguistic Programming techniques in advertising
Neuro-Linguistic Programming (NLP) - a behavioral model and a set of carefully thought-out techniques, methods
and methodologies pioneered by John Grinder and Richard Bandler in 1975.

NLP studies the forms and stereotypes or "programs" that develop through the interplay between the brain ("neuro"), language ("linguistic"), and the body.

Fundamentals of NLP

1. Modeling as a way of perceiving the world.

What NLP does is called modeling. This concept assumes that philosophical, religious, psychotherapeutic, physical, political, economic, mystical and other ways of description are not absolute, but are models - various possible ways perception of this complex world. This is due both to the fact that we perceive this world not directly, but through the senses, and to the limitations of our consciousness.

There are models, descriptions that can help in some way and lead to some goal. If they can do this, then the model is considered effective in this context.

2. ^ Human consciousness is limited.

At one time, psychologists and neurophysiologists, using a series of experiments, determined that 7 ± 2 units of information fit into consciousness. Therefore, if small objects are still placed there quite easily in their usual form, then larger ones have to be distorted, generalized and excluded. The world, one might say, is immense, and it simply does not fit entirely into consciousness. You have to perform certain actions with it, as a result of which models appear: philosophical, religious, family, etc.

3. ^ Personal model of the world of each person - a map.

Each person has their own personal model of the world. In this model, "is everything that a person knows, as well as a way of relating to it. Such a personal model is called card.

The card indicates what is important and what is not important, what is right, what is wrong, what he wants in this life and what he does not want. Internal images from the past, present and future of a person evoke emotions corresponding to them, and a person transfers (attributes) them to external objects. In fact, a person does not live in a real world, but in a self-created world: what world he himself created, he lives in such a world (model of the world, map of the territory, subjective reality).

4. ^ Maps can be changed.

The map is not something frozen and fixed once and for all. The world is changing, its perception by a person is changing, maps are also changing.
The ability to easily change one's own map is called flexibility. Some people with with great difficulty can change something in their view, while others can easily adapt to changes in the world around them, change their map. Flexibility does not imply that a person changes his mind depending on the circumstances, it implies that, having discovered that his model of the world is ineffective, a person is able to change it.

5. ^ Consciousness filters incoming information. Since consciousness cannot process everything that a person can perceive, it begins to sift and separate what is important to it from what it considers unimportant. One of the filters is the channels of perception. The representational system is the mechanism by which a person refers to his own inner experience.

Humans have five senses: sight, hearing, sensation, taste and smell. NLP uses the following notation for representative types (modalities).

1. Visuals, the leading system of which is vision. They represent the world in visual images, "pictures". In a conversation, they straighten their shoulders, as a rule, they keep a fairly large distance from the interlocutor. They speak quickly and loudly. They often pause. In a conversation, non-verbal sounds like uh ..., a ..., m ... Often the first phrase begins with the pronouns “you” or “you”. Being in a stressful state, they often take an accusatory position. They usually overestimate their self-esteem.

2. Audials, the leading system of perception is hearing. For them, the world appears in sounds. Sedentary. Gesticulation is poor, prone to logical figures of speech, which is often monotonous. They don't like to make eye contact. They use phrases like “those who”, “one who”, “everyone”, etc. The pronoun "I" is rarely used.

3. Kinesthetics, in the perception of reality, based on skin, muscle, motor images. They prefer to touch, feel a thing in order to make an impression about it. During the conversation, they try to keep a short distance. They like to touch the interlocutor with their hands. When shaking hands, the hands of the interlocutor do not let go for a long time. They try to feel the information and how to pass it through themselves. In situations of stress, they choose the tactics of apologizing. Often speech is full of the pronoun "I".

Similar information.

Language manipulation

Language manipulation- this is the selection and use of such means of language, with the help of which it is possible to influence the addressee of speech.

As a rule, linguistic manipulation involves such an impact on the consumer of advertising that he is not aware of and perceives as part of objective information about the product.

Speaking of language manipulation, we touch upon a complex and still underdeveloped area of ​​psycholinguistics, although there are several authors who are conducting research in this direction: E. Dotsenko; Y. Grebenkin; V. Zelvis; L. Kiseleva; E. Klyuev; R. Mokshantsev; V. Petrenko; A. Baranov, Yu. Pirogova, P. Parshin.

Despite the fact that linguistic manipulation is used in almost all areas of the use of language, it is especially often used in politics, education, psychotherapy and advertising. It can hardly be denied that, communicating with each other every day, we periodically try to impose our point of view on someone: our personal attitude towards the person in the situation, our view of the problem and its solution, etc. Thus, our very existence in society dictates to us the rules for using the language and its psycholinguistic possibilities. As for advertising, due to its main tasks (to influence the consumer's choice in favor of a product), it can be recognized almost entirely as a manipulative sphere of language application.

However, with all the effectiveness of manipulative techniques, one must remember that advertising under no circumstances should mislead the consumer, giving deliberately false or ambiguous information.

The essence of linguistic manipulation in advertising is as follows: advertising information is presented in such a way that the consumer, based on it, independently draws certain conclusions. Since the consumer comes to these conclusions himself, he automatically accepts such knowledge as his own, and, consequently, treats information less critically and with more confidence.

In addition, the Russian language has such rich and expressive means of all levels that it allows one and the same phenomenon, object, and the same situations to be described in different ways. And this leads to the ability to create manipulative pictures of reality, which, on the one hand, are focused on the subconscious psychological impact on the consumer, and on the other hand, create an image of such a reality that is entirely subordinate to the author's position and models the author's point of view on the advertised object. For example, we can, on the one hand, call the same person who “loves to tell fables” a “dreamer and dreamer”, and on the other, “a liar, a liar, a deceiver.” Or the same dog that we met - “doggie, doggy” or “dog, mongrel, mongrel”. Moreover, if I describe to you a thing freshly purchased in a store as a “terrible, fearful rag”, this does not mean at all that it really is such - here you will encounter my individual, subjective view of the subject. Or maybe some of you will find it "a funny and original little thing"?

Thus, when faced with linguistic manipulation, we are not dealing with an objective description of reality, but with variants of its subjective interpretation.

Exist three main directions linguistic manipulation that are used in advertising.

Emotional memory is one of the most enduring types of memory;

Emotions are stronger and more direct than logical reasoning,
so they are easier to model.

It is well known that positive and negative emotions stand out.

~ Enjoyment of perfection does not require words. Silence is gold. Nescafe Gold - the pursuit of excellence.

~ What is the secret of individuality? When does magic appear? What gives unique taste? New Voque. Light accent in the mood.

~ Complement the fresh breath of the morning with the magical aroma of magnificent Greenfield tea. And may your every day be beautiful. Greenfield tea. What you appreciate.

Of course, not all positive emotions can be attributed to the same level: admiration for perfection and pleasure from food or sex can hardly be attributed to the same level of emotions. Therefore, we will distinguish two levels of positive emotions.

The level of the ideal is love, creativity, admiration, beauty, perfection, striving for the ideal, dream, tenderness, etc.

~ Margaret Astor. How beautiful you are!

Physical level - pleasure from food, sexual pleasure, feeling of comfort, etc.

~ Love radio. regularly and with pleasure.

~ Pleasure cannot be shown. It must be felt. Mars. When you feel like it.

Such a division is, of course, not absolute, since often we are unable to draw a clear line between the ideal and the material: for example, where do ideal love emotions end and sexual ones begin? So, for example, in the slogan of cosmetics "Krasnaya liniya" ("Tender than tender"), there is both an ideal and a physical meaning. However, such a division makes our classification more complete and justified.

Turning to negative emotions in advertising is undesirable: we have already talked about the transfer of emotions from advertising to the product. However, there are a number of products whose main task is to solve a problem, and therefore, when describing a problem, one has to use negative emotions. Advertising of medicines, types of insurance, social advertising actively works with negative emotions. It is important to remember that in this case, advertising should be built as follows: problem (negative emotions) - product (emphasis on efficiency) - problem solution (positive emotions). Here are some examples of the use of negative emotions:

~ Pimples and blackheads are a disease that can and should be treated. Using "Zinerite", after 2 weeks you will look much better. "Zinerit" - a reliable remedy for acne!

~ Want to have healthy skin on your feet? Is the skin of your feet thickened, flaky, sometimes red, blistering, itchy? Most often it is a fungal disease. Do not despair!..

~ Orbit: Food is pleasure. Taste pleasure. But every time the acid-base balance is disturbed in the mouth and there is a danger of caries ...

Social Attitudes. For any person, the relationship "I - society - I am in society" is very important. Therefore, advertising often manipulates various social attitudes of a person: self-esteem, self-affirmation, public opinion, etc. There are several main positions here:

Striving for leadership, success:

~ Canon: Bet on the leader.

~ Nivea for Men: For men who can take care of themselves.

~ Sharp laptops: A new formula for success.

~ Peugeot: I'm invincible! Confidence that is always with you;

Inclusion in the group of "stars", professionals:

~ Filodoro. Tights for little princesses.

~Lux. Beauty soap for screen stars.

~Max Factor International. Cosmetics for professionals;

Place in the social hierarchy:

~ Chevrolet Blazer: We found our place in life;

Involvement in "reference" cities, countries and their inhabitants:

~L&M. Date with America!

~ Lucky Strike is the real America!

~ "Electrolux". Sweden. Made with the mind.

~ Today in Russia you can experience the delightful world of Paris.

Picture of the world. Each person has his own ideas about the world and its laws. Knowledge, skills, experience, emotions and sensations gradually add up to a single picture of reality, which in its objective basis coincides with the generally accepted one, but, of course, differs in subjective personal assessments. As a result, in advertising we are not dealing with an objective picture of the world, but with its interpretation. Such a difference in perception allows advertisers to create their own "versions of the world" (its emotional and evaluative images) and pass them off as real.

We single out three main directions within the framework of the picture of the world that advertising uses.

Image of reality. Advertising builds its own
an image of a part of reality, presenting it to the target audience as an objective fact (in the form of an axiom). Here we are faced with statements in the form of wise thoughts, aphorisms, peremptory statements, etc., attracting the perception of the world to the advertised
object. It is to the image of reality that the catchphrase “Tefal. You always think of us."

~ "Lekker": Simple, like everything ingenious.

~ Dolphin Ore Jewelry: The beauty of the world is in diversity

~ Beer Patra: Life is beautiful as long as the cork jumps

~ Beer "3golden barrel": "Golden barrel". Life is Beautiful!

~ Soap dries out the skin. Dove is different from regular soap. It is a quarter of a moisturizer. Try Dove moisturizer.

System of values. Any person in the course of life acquires
system of values ​​accepted in society, and builds on its basis
my. Advertising actively uses various value installations,
referring either to social ideal values ​​(love for one's neighbor, striving for a better life, freedom, morality, justice, patriotism, civil rights, etc.), or to individual material values ​​(economy, benefit, profit, efficiency, guarantee, reliability, protection, benefit).

~ Panties "Libero". Stay dry longer.

~ Not everything is as affordable as Low Price Tele 2 GSM.

~ Orgbank: Stability of a reliable business.

~ Desten brand computers are a reliable support for your business.

~ network hardware 3COM and CISCO: An island of stability in the ocean of business.

Stereotypical prescriptions for activity. Advertising can also use our ideas about typical behavior in repetitive
situations, dictating to us their solutions and quite tough
prescribing a course of action. Here we are dealing with a variety of "magic recipes" that can save us from all
problems. Most often, in this way, medicines, detergents, food products are imposed on us.

~ "Nurofen" - and the pain is gone!

~ Zippo - once and for all life.

~ "Vanish" - you can easily get rid of stains from linen.

~ Shampoo Organic: For beautiful hair today and tomorrow.

~ Ace. Gentle stain removal.

~ With "Olivik" the taste is softer and more tender.

One means of language manipulation is explicit comparisons. As you know, the use of explicit (open) comparisons with competitors in advertising texts is extremely undesirable: frank belittling of someone else's product can threaten litigation. It is no coincidence that we constantly hear about the mysterious "ordinary powders" and "other pads", which in a crowd can not stand any comparison with the advertised product.

However, advertisers have found another way to use comparisons - these are hidden comparisons, which at first glance seem to only state the advantages of the product, but at the same time claim that it is “the only one”, “unique”, “supernova”, “new”, “first” "revolutionary", etc. Thus, an idea is created about the uniqueness of the product, next to which all other similar products are simply lost.

Consider the main types of comparisons (they can be both explicit and hidden) used in advertising.

Extended comparison. Such a comparison is formed by comparing the advertised object with the goods of the same product category.

~ "Super Jeans". Never before has high-quality mobile communications been so affordable.

~ New Pampers. It absorbs faster than other diapers and helps keep your baby's skin dry.

Narrowed comparison. Comparing products of the same brand.

~ The new iron from Phillips produces more steam for superior results.

~ New Dirol. Live with a smile.

~ New "Ultra Drop" with an improved formula is effective even in cold water.

~ New shower gel Timotey - vanilla fantasy. Touch of nature.

Bias comparison. Compare products from different product categories.

~ Samsung phones. The best that cellular communication can give. ~ M&M's. Milk chocolate. Melts in your mouth, not in your hands.

Indefinite comparison. The product is compared with unknown (it is not clear with what).

~ Maxwell House coffee. Surprises with a new pleasant, rich taste. Get ready for new experiences.

~Samsung. You see more than ever.

~ "Imunneliya". New idea of ​​health. The idea of ​​a new life.

~ Not everything is as affordable as the low prices of Tele 2 GSM.

~ "Chibo". Giving the best.

Degenerate Comparison. This is not so much a comparison as a statement of the uniqueness of the product and its absolute superiority (often artificially created) over the rest: the only, unique, revolutionary, etc.

~ When the defense weakens, special bacteria come to the rescue, which are only found in Actimel.

~ Dura 1+1. A unique soap with lines of natural extracts.

~ Hair dye L "Oreal. Unique color technology.

~ Jockey. Whenever you want coffee.

Municipal treasury educational institution

October High School

Research in Russian on the topic:

Done by 8th grade student

Verzheva Arina Vladimirovna

head teacher

Russian language and literature

Kuzmina N.A.

Moshkovo 2016

Content

Introduction

Chapter 3 Speech influence (manipulation). Types and levels of speech impact.

Chapter 4

Conclusion

Bibliography

Introduction

AT modern world a lot of advertising. And all because in our time it is a completely ordinary and familiar means of disseminating information about a particular product or service. Almost everything is advertised - from food to technology. But there was a problem: "today's" people have become spoiled by a variety of signs, banners and other advertisements that no longer produce the same effect on them. Therefore, advertising specialists are forced to resort to new means of influencing a potential buyer through advertising.

The Russian language has such rich and expressive means of all levels that it allows one and the same phenomenon, object, the same situations to be described in different ways.

And this leads to the ability to create manipulative pictures of reality, which, on the one hand, are focused on the subconscious psychological impact on the consumer, and on the other hand, create an image of such a reality that is entirely subordinate to the author's position and models the author's point of view on the advertised object.

Thus, facing language manipulation , we are not dealing with an objective description of reality, but with variants of its subjective interpretation .

Target: to identify the main levels and types of methods of speech influence (manipulation) in advertising on people.

In this regard, I can single outfollowing tasks :

Study the literature on this topic.

Select and analyze promotional videos for the presence of speech impact techniques in them.

Summarize the methods of speech impact in advertising and draw a conclusion about the nature of their application.

Region research - media.

object video and audio advertising.

Subject my study of various speech tricks and techniques in advertising.

Hypothesis : If the consumer is not aware of the methods of speech influence in advertising, then he can easily fall for the tricks of advertisers and purchase an ineffective, possibly even low-quality product, and in most cases simply unnecessary for his everyday life.

Basic research methods and techniques :

- descriptive method - a technique for observing the material under study (they took advertising as a subject of research and analyzed it);

- structural method - within the framework of this method, component analysis was used in the work, i.e. we decomposed the advertising text into certain components and studied these components for the presence of speech impact in them.

Relevance work lies in the need in our time to distinguish the real properties of a product / service from those promised by marketers.

Chapter 1.From the history of advertising

The first sources of advertising date back to ancient times .. Even at that time, ancient entrepreneurs represented by slave traders set themselves the goal of winning over potential consumer, capture his attention and force him to make a profitable deal for them.

But the most global stage in the history of advertising began only after the advent of the printing press and the mass appearance of books.

By 1472, the very first printed advertisement in the world is attributed. In London, on the door of one of the churches was placed advertisement selling prayer books.

The first ads simply told people that there was something to sell. But gradually such advertising stopped working and advertisers began to actively use various tricks and tricks to attract the attention of buyers to their product.

Chapter 2The formation of advertising in Russia

Advertising in Russia, as well as in the countries of Western Europe, began to develop also early. For the first time it made itself felt around the X-XI centuries. - Russian merchants different ways tried to offer their products to customers.

A huge contribution to the early stage of the development of advertising in Russia was played by luboks - folk paintings.

"Funny" sheets began to appear in every Russian house, both among the nobles and merchants, and among ordinary peasants.

The first printed advertisements containing advertising appeared under Peter I in the 17th century. But only after 100 years they became widespread.

From the 60s to the 70s, the first advertising organizations appeared - Rostorgreklama, Soyuztorgreklama and Glavkooptorgreklama.

After the collapse Soviet Union There have been big changes in advertising in Russia. Many old advertising services and agencies collapsed, and new ones appeared in their place.

Science Magazine"Young Scientist" No. 19, "Young Scientist Publishing House" 2015

S.I. Ozhegov, N.Yu. Shvedova. Dictionary Russian language. M.: "Russian language", 1989

Great Soviet Encyclopedia. M.: Soviet Encyclopedia, 1987

Appendix