Verbal and Non-Verbal Means of Archetypal Images Representation in US Presidential Campaign ADS.
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Дата
2025-12-02
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Видавець
Alfred Nobel University
Анотація
In recent years, a considerable upsurge of the interdisciplinary research of the means of suggestive influence, exerted on the electorate through various products of political discourse, has been displayed. Though there have already been attempts to employ the Jungian conception of the archetypes in the studies of politicians’ personas, they were mostly concentrated in the sphere of analytical psychology, sociology and political marketing. At the same time, few attempts have been made to apply linguistic methods to the identification of the politicians’ archetypal images encoded in their campaign ads, specifically audiovisual ones, where the interaction of means of different language levels and non-verbal means should be taken into consideration.
The paper aims at identifying the specificity of verbal and non-verbal means interaction while actualizing archetypal images, embodied by the US presidential candidates in their campaign ads to project a suggestive influence on the voters. This aim is achieved by means of fulfilling the following tasks: summing up the scientific views on the archetypes as universal mental forms, represented in certain archetypal images; outlining a set of archetypal images, serving as the conductors of the suggestive influence on the voters; reviewing the semantics of the archetypal images presented by the English lexemes ruler, hero, sage, outlaw, magician, caregiver, everyman, innocent; identifying the nomenclature of lexical-and-semantic and phonetic means actualizing the archetypal images in the US presidential campaign ads of J. Biden (2020), D.J. Trump (2020, 2024) and K. Harris (2024), as well as the peculiarities of their interaction. The following methods were applied to achieve the aim and the tasks of the study: a hypothetico-deductive method, which allowed us to identify the key desirable features of a presidential candidate and divide them into a pro-social and power-related types; the analysis of the dictionary definitions of lexemes nominating the archetypal images, as well as the respective archetypes’ descriptions by M. Mark and C. Pearson; outlining the sets of logical predicates, characteristic of the analyzed archetypal images, and their further thematic sorting into basic propositional schemas; the establishment of semantic correlation between the schemas’ content and the texts of political ads on the basis of words, phrases, sentences and whole texts; a linguostylistic analysis of the campaign ads samples; their contextual analysis in cases when finding the correlat ion between the semantics of an archetypal image and the text of the ad requires additional background knowledge; a perceptual analysis of the campaign ads phonetic realization and the character of their incidental music to assess their ability to support the archetypal images, projected on the textual level.
Sets of basic propositional schemas, formed to outline the semantics of the following archetypal images: the Ruler, the Hero, the Sage, the Caregiver, the Outlaw, the Magician, the Everyman and the Innocent, served a theoretical basis for their identification in the texts of the US presidential candidates’ campaign ads. It was revealed that the effective predictions of the encoded archetypal images’ emotional influence on the addressees, can be performed exclusively due to the analysis of a complex interaction of the campaign ads’ verbal and non-verbal means. Phonetic means of segmental and supra-segmental levels can support the archetypal images, encoded in the texts of ads, discord with them, emphasize their unpleasant negative aspects and actualize certain archetypal images, unforeseen in the text of the ad.
The study of the selected samples of the US presidential candidates’ campaign ads demonstrated that the leading archetypal images conveyed by D. Trump include the Ruler and the Hero (2020) and the Outlaw (2024), and that of J. Biden – the Sage and the Hero (2020), and by K. Harris – the Hero and the Caregiver (2024). The auditory analysis of the campaign ads’ phonetic means showed that they support the textual archetypes in D. Trump’s and J. Biden’s ads, help to manifest additional archetypal image of the Everyman in J. Biden’s ads, mostly through segmental means, and produce a certain discord between the textual image of the Hero and its phonetic actualization in K. Harris’ ads. A suggested complex analysis of verbal and non-verbal means’ interaction in the process of the archetypal images actualization can be employed in the linguistic research of audiovisual products of political and advertising discourses to identify the encoded archetypal images and predict their possible positive and negative suggestive influence on the public.
Опис
Ключові слова
an archetype, an archetypal image, audiovisual campaign ads, verbal and non-verbal means, basic propositional schemas, phonetic means of the ad actualization, архетип, архетиповий образ, аудіовізуальна політична реклама, вербальні і невербальні засоби, базові пропозиціональні схеми, фонетичне оформлення рекламного тексту