ADVERTISEMENT AS A MANIPULATION TEXT: GRAPHIC CODE OF WORD PLAY
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Abstract: The article deals with the study of the mechanisms of speech manipulation typical of advertising discourse. The methods of graphic game in outdoor advertising are analyzed from the position of implementing the influencing potential. Advertising, being an integral part of a person's life at present, forms the linguistic space of a modern city. The implementation of one of the main functions of advertising - the creation of a positive image of the advertised product in order to obtain material benefits through the impact on the consciousness of a potential consumer leads to the fact that various kinds of game elements are increasingly used in advertising messages to create a vivid and memorable image of a product or brand. In this article, we turn to the analysis of graphic games as a type of word play in general, representing paralinguistic components used in outdoor print advertising to influence the potential consumer. The relevance of the study is due to the frequency of using the methods of graphic games in recent times in various advertising messages. To exemplify our arguments we analyze banners of various advertising companies, where the methods of graphic game are most vividly demonstrated. The main semantic and gaming load is concentrated on graphic emphasis on the name of the advertised product. In addition, there are a number of methods of graphic games that are not directly related to the name of the product or service, but are aimed primarily at creating the most vivid and memorable image of the advertised product.
Key words: OUTDOOR ADVERTISING, WORD PLAY, GRAPHIC PLAY, CREOLIZED TEXTS, LANGUAGE OF ADS, MANIPULATION POTENTIAL OF ADVERTISING
Adyasova, O. A. Advertisement as a Manipulation Text: Graphic Code of Word Play / O. A. Adyasova, T. A. Gridina. In Philological Class. 2017. №4 (50). P. 37-43. DOI 10.26710/fk17-04-05.