Lingua-Pragmatic Mode of Social Advertising.
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Дата
2025-12-02
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Видавець
Alfred Nobel University
Анотація
The mission of social advertising is to change the behavioral model of society. The purpose of social advertising is the humanization of society and the formation of moral values. This task is implemented within the linguistic-pragmatic mode of social advertising. The article reveals the functional-pragmatic features of socially oriented advertising texts based on specific linguistic phenomena of the English and Ukrainian languages.
The scientific analysis of the advertising phenomenon requires some conceptual and methodological approaches, in particular: the communication approach. According to the socio-cultural approach, advert ising is characterized as a kind of public communication; it considers the interdependence and interaction of social and cultural aspects of social activity, and it is presented as a social phenomenon that expresses the values and principles of society.
The crucial attention is focused on the study of psychological and cultural aspects of this type of communicative activity. The language component that contributes to the implementation of the other components of communication with society is considered applied but of great interest to linguistics; hence, it is relevant in our research. The goal of it is to analyze the language of advertising (which is rapidly evolving under the influence of various social and other extralingual phenomena), in particular, the linguistic and pragmatic uniqueness of English / Ukrainian social advertising texts and the impact of language means on social advertising effectiveness, regarding the multimodal semiotic nature of advertising in general. This paper aims to identify and analyze linguistic means that perform a lingua-pragmatic function in the texts of social advertising, creating conditions for the implementation of social tasks through this form of communication with society as a whole and with each citizen individually.
The studying of advertising discourse (in our case) involves the integrated application of scientific research methods, particularly: the system-structural approach to analyze the structure as a whole and its component patterns of socially oriented advertising texts; discourse analysis, stylistic analysis and contextual analysis of the message texts within advertising; structural-linguistic analysis, as well as the elements of structural-semiotic analysis; functional and comparative methods, and the quantitative analysis to show the linguistic means potential for the pragmatic value of advertisements under consideration; to summarize the results of the research generalization method is used.
The study is based on a broad corpus of English and Ukrainian texts (150 samples) of visual-graphic social advertising, available in print and online. The data is collected from the media’s online portal through the available search engines, found on banners, posters, street advertising structures, and the Internet.
Conclusions. The findings prove that the illocutionary force of social advertising messages affects the recipient’s consciousness and encourages social activity. To enhance the informational and expressive pragmatics of social advertising texts, such types of speech influence on a potential recipient of the message as cognitive, suggestive, conative, and affective (as well as their mixed types) are widely used, being realized through various linguistic means of different language levels: in particular imperative, negative, rhetorical grammar forms; non-standard implicit syntactic structures, stylistic metaphorical deviations, as well as often used clear explication of statistical and legal information, appealing to both the mind and feelings of the addressee.
It is important to emphasize that the effectiveness of an advertising text is based on a successful combination of all components of an advertising creolized message, namely: the text (its lexical, stylistic, grammatical and syntactic means), as well as extralingual / metagraphemic components, the integrated use of which is a prospect study, leading to a more accurate understanding of the role of nonverbal means in creating the content and effectiveness of the communication process.
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Ключові слова
social advertising text / public service advertising, creolized text, message, lingua-pragmatic mode, types of speech influence, extralingual factor, information recipient, addressee / addresser, illocutionary effect, metagraphenics, соціальна реклама, креолізований текст, меседж, лінгвопрагматичний модус, типи мовленнєвого впливу, екстралінгвальний фактор, реципієнт інформації, адресант / адресат, іллокутивний ефект, метаграфеміка