LINGUOCREATIVE TEXTS AND LANGUAGE MANIPULATIONS IN THE ADVERTISING (BASED ON SLOVAK AND UKRAINIAN LANGUAGES)

Abstract

The content of the concepts of «language game», «language manipulation», and «persuasion» has been revealed in the study; the interpretation of these terms by various scientists has been considered; the linguistic characteristics of Slovak and Ukrainian advertising texts in the period of 2016–2023 have been analyzed. In the course of research the linguocreative texts with the usage of language games have been singled out. In particular, the attention to the phonetic, lexical and graphic characteristics of advertising texts creation (the keywords or proper names selection in the larger font, the replacement of individual letters in the word with the different symbols, the advertising occasionalisms creation, the transformed phraseological units usage; and the Latin and Cyrillic combination in Ukrainian advertising texts, etc.) has been paid, the impact on the consumer has been determined. On the basis of actual material, the language manipulation techniques in the texts of Slovak and Ukrainian advertising have been systematized. The texts with the evaluation vocabulary have been considered, namely, the manipulation of consumers' feelings and desires has been revealed thanks to the usage of epithet adjectives used with the “price” lexeme, as well as lexemes that convey the human values (“love”, “happiness”, “family”) and indicate the time limits (“only today”, “the last chance”). The manipulative impact of texts with the comparative constructions (“only here”, “no one, but we”, “they have – we have”), the concepts hyperbolization (the intentional exaggeration) and the reference to the anonymous authority with the positive reviews from the real or fictional consumers on the advertised product has been determined. The activation of patriotic texts related to the war theme in the Ukrainian-language advertising space has been emphasized. In the course of analysis it has been established that the effectiveness of advertising texts depends on the language content and the information presenting method. The advertising affects the consumer openly (due to the language game elements) or covertly (due to the language manipulation).