VERBALIZATION OF THE CONCEPT DANGER IN MAGAZINE ADVERTISING DISCOURSE
Journal Title: Наукові записки Національного університету "Острозька академія" Серія "Філологія" - Year 2016, Vol 63, Issue 63
Abstract
The functions of advertising in modern world extend far beyond informing, persuading or stimulating and reach the level of cognition and conceptualization. Advertising manipulates language to achieve its ends and the strategies at its disposal are manifold. Moreover, it creates substitute reality, thus realizing its manipulative potential. Manipulation as a specific form of hidden psychological persuasion involves two participants (a manipulator and a manipulatee) and is aimed at psychological categories of targets and social stereotypes. When extrapolated to the realm of cognitive linguistics, the above mentioned notions correspond to those of the frame of the addresser, the frame of the addressee and the basic concepts of advertising discourse. The article focuses on the ways of verbalizing of the concept danger in American advertising discourse at the beginning of the XXI century. The concept has been singled out with the application of the content-analysis as one of the six key concepts profiled in magazine advertising discourse. The study has been conducted in terms of notional, axiological and figurative constituents. The conceptual markers moulding the structure of the concept danger have been identified. The implicit way of its verbalization has been proved to be its characteristic feature.
Authors and Affiliations
О. В. Оленюк
Keywords
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