INFLUENTIAL SEMANTIC MARKERS OF SOCIAL AND POLITICAL ADVERTISING
Journal Title: Мова - Year 2015, Vol 0, Issue 23
Abstract
The article is dedicated to the problem of influential peculiarities of key words in social and political advertising and takes into consideration the lexical and semantic specific of their realization on the part-of-speech level, which defines influential activeness of the analyzed units. Today the research of social advertising is extremely relevant, because social advertising is an effective instrument of influence on the formation of public thought. In Ukraine the studying of social advertising began not so long ago, that’s why there is a necessity to do proper scientific research of this kind of advertising, taking into consideration the optimization of its influential power. Key words are sense dominants of the announcement, which accumulate its main idea, they are a suggestive axis of the advertising text. In this work we compare lexical and semantic peculiarities of social and political advertising. The comparison of the key words of social and political advertising is necessary, because political advertising is a special communicative system, which links political power and electorate during the elections. It is an effective instrument of the formation of public thought, revealing powerful suggestions. A more profound study of the key words will make an effective modulation of texts of social advertising possible, because key words are the semantic core, psychological and emotional stem of each advertising announcement.
Authors and Affiliations
Maryna S. SLAVINSKA
Keywords
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