Speech impact and language manipulation in advertising. Methods of speech influence in advertising and PR Persuasion as a method of speech influence in advertising

Municipal state educational institution

October High School

Research work on the Russian language on the topic:

Done by 8th grade student

Verzheva Arina Vladimirovna

head teacher

Russian language and literature

Kuzmina N.A.

Moshkovo 2016

Content

Introduction

Chapter 3 Speech influence (manipulation). Types and levels of speech impact.

Chapter 4

Conclusion

Bibliography

Introduction

There are a lot of advertisements in the modern world. And all because in our time it is a completely ordinary and familiar means of disseminating information about a particular product or service. Almost everything is advertised - from food to technology. But there was a problem: "today's" people have become spoiled by a variety of signs, banners and other advertisements that no longer produce the same effect on them. Therefore, advertising specialists are forced to resort to new means of influencing a potential buyer through advertising.

The Russian language has such rich and expressive means of all levels that it allows one and the same phenomenon, object, the same situations to be described in different ways.

And this leads to the ability to create manipulative pictures of reality, which, on the one hand, are focused on the subconscious psychological impact on the consumer, and on the other hand, create an image of such a reality that is completely subordinate to the author's position and models the author's point of view on the advertised object.

Thus, facing language manipulation , we are not dealing with an objective description of reality, but with variants of its subjective interpretation .

Target: to identify the main levels and types of methods of speech influence (manipulation) in advertising on people.

In this regard, I can single outfollowing tasks :

Study the literature on this topic.

Select and analyze promotional videos for the presence of speech impact techniques in them.

Summarize the methods of speech impact in advertising and draw a conclusion about the nature of their application.

Region research - media.

object video and audio advertising.

Subject my study of various speech tricks and techniques in advertising.

Hypothesis : If the consumer is not aware of the methods of speech impact in advertising, then he can easily fall for the tricks of advertisers and purchase an ineffective, possibly even low-quality product, and in most cases simply unnecessary for his everyday life.

Basic research methods and techniques :

- descriptive method - a technique for observing the material under study (they took advertising as a subject of research and analyzed it);

- structural method - within the framework of this method, component analysis was used in the work, i.e. we decomposed the advertising text into certain components and studied these components for the presence of speech impact in them.

Relevance work lies in the need in our time to distinguish the real properties of a product / service from those promised by marketers.

Chapter 1.From the history of advertising

The first sources of advertising date back to ancient times. Even at that time, ancient entrepreneurs in the person of slave traders set themselves the goal of winning over a potential consumer, capturing his attention and forcing him to make a profitable deal for them.

But the most global stage in the history of advertising began only after the advent of the printing press and the mass appearance of books.

By 1472, the very first printed advertisement in the world is attributed. In London, an advertisement for the sale of prayer books was placed on the door of one of the churches.

The first ads simply told people that there was something to sell. But gradually such advertising stopped working and advertisers began to actively use various tricks and tricks to attract the attention of buyers to their product.

Chapter 2The formation of advertising in Russia

Advertising in Russia, as well as in the countries of Western Europe, began to develop also early. For the first time it made itself felt around the X-XI centuries. - Russian merchants tried to offer their products to customers in various ways.

A huge contribution to the early stage of the development of advertising in Rus' was played by luboks - folk paintings.

"Funny" sheets began to appear in every Russian house, both among the nobles and merchants, and among ordinary peasants.

The first printed advertisements containing advertising appeared under Peter I in the 17th century. But only after 100 years they became widespread.

From the 60s to the 70s, the first advertising organizations appeared - Rostorgreklama, Soyuztorgreklama and Glavkooptorgreklama.

After the collapse of the Soviet Union, there were big changes in advertising in Russia. Many old advertising services and agencies collapsed, and new ones appeared in their place.

Scientific journal "Young Scientist" No. 19, "Young Scientist Publishing House" 2015

S.I. Ozhegov, N.Yu. Shvedova. Explanatory dictionary of the Russian language. M.: "Russian language", 1989

Great Soviet Encyclopedia. M.: Soviet Encyclopedia, 1987

Application

Tagline	Construction technique
All ingenious Holsten.	Aphorism
"Black Card" - a secret available to you.	Oxymoron
Vanish. Easily get rid of stains on the carpet. Mr. Proper washed everything and did not damage the parquet. Yarpivo. More positive. Biolan - the power of purity and French flowers. Myth. The freshness of linen is my merit. Rondo. Fresh breath makes understanding easier. Kvass is not cola, drink "Nikola".	Rhyme
Lipton tea is the inspiration for a beautiful day. Sun in Rastishka in winter. Alpen Gold is the real gold of the Alps. "Russia" is a generous soul. Ariel is the pinnacle of purity. Panangin - food for the heart.	Metaphor
Sprite - image - nothing, thirst - everything. Don't let yourself dry out. Activia. Works from the inside - the result is on the face.	Antithesis
Galina Blanca will make any side dish tastier.	personification
"Old Melnik" is a spiritual beer. Mentos is a fresh solution. Orbit is the most delicious protection against caries.	Epithet
Shock is our way. Nuts - charge your brains.	Rhythm
Beeline is convenient with us. Tefal, we always take care of you. Let the machine serve for a long time. Calgon. Megaphone: the future depends on you. Sort - the choice of an economical hostess. Let's change life for the better. Philips. "Arbat Prestige" - everything for your loved ones. Blendamed. Let the smile shine with health. Colgate is nature's best for teeth and gums. Fastumgel - movement without pain.	Psychological tricks indicating good quality, convenience
There is a break - there is a "Kit-Kat".

Language manipulation

Language manipulation- this is the selection and use of such means of language, with the help of which it is possible to influence the addressee of speech.

As a rule, linguistic manipulation involves such an impact on the consumer of advertising that he is not aware of and perceives as part of objective information about the product.

Speaking of linguistic manipulation, we touch upon a complex and still underdeveloped area of psycholinguistics, although several authors can be named who are conducting research in this direction: E. Dotsenko; Y. Grebenkin; V. Zelvis; L. Kiseleva; E. Klyuev; R. Mokshantsev; V. Petrenko; A. Baranov, Yu. Pirogova, P. Parshin.

Despite the fact that linguistic manipulation is used in almost all areas of the use of language, it is especially often used in politics, education, psychotherapy and advertising. It can hardly be denied that, communicating with each other every day, we periodically try to impose our point of view on someone: our personal attitude to the person in the situation, our view of the problem and its solution, etc. Thus, our very existence in society dictates to us the rules for using the language and its psycholinguistic possibilities. As for advertising, due to its main tasks (to influence the consumer's choice in favor of a product), it can be recognized almost entirely as a manipulative sphere of language application.

However, with all the effectiveness of manipulative techniques, one must remember that advertising under no circumstances should mislead the consumer, giving deliberately false or ambiguous information.

The essence of linguistic manipulation in advertising is as follows: advertising information is presented in such a way that the consumer, based on it, independently draws certain conclusions. Since the consumer comes to these conclusions himself, he automatically accepts such knowledge as his own, and, consequently, treats information less critically and with more confidence.

In addition, the Russian language has such rich and expressive means of all levels that it allows one and the same phenomenon, object, and the same situations to be described in different ways. And this leads to the ability to create manipulative pictures of reality, which, on the one hand, are focused on the subconscious psychological impact on the consumer, and on the other hand, create an image of such a reality that is completely subordinate to the author's position and models the author's point of view on the advertised object. For example, we can, on the one hand, call the same person who “loves to tell fables” a “dreamer and dreamer”, and on the other hand, “a liar, a liar, a deceiver.” Or the same dog that we met - “doggie, doggy” or “dog, mongrel, mongrel”. Moreover, if I describe to you a thing freshly purchased in a store as a “terrible, fearful rag”, this does not mean at all that it actually is such - here you will encounter my individual, subjective view of the subject. Or maybe some of you will find it "a funny and original little thing"?

Thus, when faced with linguistic manipulation, we are not dealing with an objective description of reality, but with variants of its subjective interpretation.

Exists three main directions linguistic manipulation that are used in advertising.

Emotional memory is one of the most enduring types of memory;

Emotions are stronger and more direct than logical reasoning,
so they are easier to model.

It is well known that positive and negative emotions stand out.

~ Enjoyment of perfection does not require words. Silence is gold. Nescafe Gold - the pursuit of excellence.

~ What is the secret of individuality? When does magic appear? What gives unique taste? New Voque. Light accent in the mood.

~ Complement the fresh breath of the morning with the magical aroma of magnificent Greenfield tea. And may your every day be beautiful. Greenfield tea. What you appreciate.

Of course, not all positive emotions can be attributed to the same level: admiration for perfection and pleasure from food or sex can hardly be attributed to the same level of emotions. Therefore, we will distinguish two levels of positive emotions.

The level of the ideal is love, creativity, admiration, beauty, perfection, striving for the ideal, dream, tenderness, etc.

~ Margaret Astor. How beautiful you are!

Physical level - pleasure from food, sexual pleasure, feeling of comfort, etc.

~ Love radio. regularly and with pleasure.

~ Pleasure cannot be shown. It must be felt. Mars. When you feel like it.

Such a division is, of course, not absolute, since often we are unable to draw a clear line between the ideal and the material: for example, where do ideal love emotions end and sexual ones begin? So, for example, in the slogan of cosmetics "Krasnaya liniya" ("Tender than tender"), there is both an ideal and a physical meaning. However, such a division makes our classification more complete and justified.

Turning to negative emotions in advertising is undesirable: we have already talked about the transfer of emotions from advertising to the product. However, there are a number of products whose main task is to solve a problem, and therefore, when describing a problem, one has to use negative emotions. Advertising of medicines, types of insurance, social advertising actively works with negative emotions. It is important to remember that in this case, advertising should be built as follows: problem (negative emotions) - product (emphasis on efficiency) - problem solution (positive emotions). Here are some examples of the use of negative emotions:

~ Pimples and blackheads are a disease that can and should be treated. Using "Zinerite", after 2 weeks you will look much better. "Zinerit" - a reliable remedy for acne!

~ Want to have healthy skin on your feet? Is the skin of your feet thickened, flaky, sometimes red, blistering, itchy? Most often it is a fungal disease. Do not despair!..

~ Orbit: Food is pleasure. Taste pleasure. But every time the acid-base balance is disturbed in the mouth and there is a danger of caries ...

Social Attitudes. For any person, the relationship "I - society - I am in society" is very important. Therefore, advertising often manipulates various social attitudes of a person: self-esteem, self-assertion, public opinion, etc. There are several main positions here:

Striving for leadership, success:

~ Canon: Bet on the leader.

~ Nivea for Men: For men who can take care of themselves.

~ Sharp laptops: A new formula for success.

~ Peugeot: I'm invincible! Confidence that is always with you;

Inclusion in the group of "stars", professionals:

~ Filodoro. Tights for little princesses.

~Lux. Beauty soap for screen stars.

~Max Factor International. Cosmetics for professionals;

Place in the social hierarchy:

~ Chevrolet Blazer: We found our place in life;

Involvement in "reference" cities, countries and their inhabitants:

~L&M. Date with America!

~ Lucky Strike is the real America!

~ "Electrolux". Sweden. Made with the mind.

~ Today in Russia you can experience the delightful world of Paris.

Picture of the world. Each person has his own ideas about the world and its laws. Knowledge, skills, experience, emotions and sensations gradually add up to a single picture of reality, which in its objective basis coincides with the generally accepted one, but, of course, differs in subjective personal assessments. As a result, in advertising we are not dealing with an objective picture of the world, but with its interpretation. Such a difference in perception allows advertisers to create their own "versions of the world" (its emotional and evaluative images) and pass them off as real.

We single out three main directions within the framework of the picture of the world that advertising uses.

Image of reality. Advertising builds its own
an image of a part of reality, presenting it to the target audience as an objective fact (in the form of an axiom). Here we are faced with statements in the form of wise thoughts, aphorisms, peremptory statements, etc., attracting the perception of the world to the advertised
object. It is to the image of reality that the catchphrase “Tefal. You always think of us."

~ "Lekker": Simple, like everything ingenious.

~ Dolphin Ore Jewelry: The beauty of the world is in diversity

~ Beer Patra: Life is beautiful as long as the cork jumps

~ Beer "3golden barrel": "Golden barrel". Life is Beautiful!

~ Soap dries out the skin. Dove is different from regular soap. It is a quarter of a moisturizer. Try Dove moisturizer.

System of values. Any person in the course of life acquires
system of values accepted in society, and builds on its basis
my. Advertising actively uses various value installations,
referring either to social ideal values (love for one's neighbor, striving for a better life, freedom, morality, justice, patriotism, civil rights, etc.), or to individual material values (economy, benefit, profit, efficiency, guarantee, reliability, protection, benefit).

~ Panties "Libero". Stay dry longer.

~ Not everything is as affordable as Low Price Tele 2 GSM.

~ Orgbank: Stability of a reliable business.

~ Desten brand computers are a reliable support for your business.

~ 3COM and CISCO network equipment: An island of stability in the ocean of business.

Stereotypical prescriptions for activity. Advertising can also use our ideas about typical behavior in repetitive
situations, dictating to us their solutions and quite tough
prescribing a course of action. Here we are dealing with a variety of "magic recipes" that can save us from all
problems. Most often, in this way, medicines, detergents, food products are imposed on us.

~ "Nurofen" - and the pain is gone!

~ Zippo - once and for all life.

~ "Vanish" - you can easily get rid of stains from linen.

~ Shampoo Organic: For beautiful hair today and tomorrow.

~ Ace. Gentle stain removal.

~ With "Olivik" the taste is softer and more tender.

One means of language manipulation is explicit comparisons. As you know, the use of explicit (open) comparisons with competitors in advertising texts is extremely undesirable: frank belittling of someone else's product can threaten litigation. It is no accident, therefore, that we constantly hear about the mysterious “ordinary powders” and “other pads”, which in a crowd can not stand any comparison with the advertised product.

However, advertisers have found another way to use comparisons - these are hidden comparisons, which at first glance seem to only state the advantages of the product, but at the same time claim that it is “the only one”, “unique”, “supernova”, “new”, “first” "revolutionary", etc. Thus, an idea is created about the uniqueness of the product, next to which all other similar products are simply lost.

Consider the main types of comparisons (they can be both explicit and hidden) used in advertising.

Extended comparison. Such a comparison is formed by comparing the advertised object with the goods of the same product category.

~ "Super Jeans". Never before has high-quality mobile communications been so affordable.

~ New Pampers. It absorbs faster than other diapers and helps keep your baby's skin dry.

Narrowed comparison. Comparing products of the same brand.

~ The new iron from Phillips produces more steam for superior results.

~ New Dirol. Live with a smile.

~ New "Ultra Drop" with an improved formula is effective even in cold water.

~ New shower gel Timotey - vanilla fantasy. Touch of nature.

Bias comparison. Compare products from different product categories.

~ Samsung phones. The best that cellular communication can give. ~ M&M's. Milk chocolate. Melts in your mouth, not in your hands.

Indefinite comparison. The product is compared with unknown (it is not clear with what).

~ Maxwell House coffee. Surprises with a new pleasant, rich taste. Get ready for new experiences.

~Samsung. You see more than ever.

~ "Imunneliya". New idea of health. The idea of a new life.

~ Not everything is as affordable as the low prices of Tele 2 GSM.

~ "Chibo". Giving the best.

Degenerate Comparison. This is not so much a comparison as a statement of the uniqueness of the product and its absolute superiority (often artificially created) over the rest: the only, unique, revolutionary, etc.

~ When the defense weakens, special bacteria come to the rescue, which are only found in Actimel.

~ Dura 1+1. A unique soap with lines of natural extracts.

~ Hair dye L "Oreal. Unique color technology.

~ Jockey. Whenever you want coffee.

The purpose of the main rationalistic advertising strategies, such as unique selling proposition, positioning, advantage strategy, is to distinguish a brand from competing brands in an advantageous way. Often explicit or implicit comparisons are used for this. Advertising is full of words: more, cheaper, better, more profitable, the most, the only, unique, super, super, new, novelty, first, revolution, difficult, unusual, unlike the usual ... All these words are signals that the advertised the brand, explicitly or implicitly, is presented in comparison with other brands of the same product category. However, full-fledged comparisons (when it is clear which object is being compared with which others and which parameters are taken into account) are rare in advertising. As a rule, only the illusion of a real comparison is created, which means that the comparison is incorrect in a strict logical sense.

Incorrect comparisons are superficial manifestations of one deep phenomenon - manipulations with the comparison class and comparison parameters. The lack of real distinctive characteristics of the product, which favorably distinguishes it from competing products, forces advertisers to look for special rhetorical devices. These techniques make it possible to actualize in the mind of the addressee such a comparison class and such comparison parameters, against which the advertised brand looks the most advantageous. This creates an artificial comparison class. Competing brands, which constitute a natural comparison class, are simply ignored. Advertising, which creates an artificial class of comparison, actualizes in the mind of a potential buyer only the compared objects and temporarily, as it were, “erases” from memory the brands that are true competitors of the advertised product. This is the power of such methods.

Meanwhile, the creation of an artificial comparison class is nothing but disguise as a real, correct comparison. In such advertising, we are dealing with language manipulation techniques that are subject to ethical and legal assessment.

Linguistic manipulation is the use of the features of the language and the principles of its use in order to covertly influence the addressee in the direction necessary for the speaker; hidden - means unconscious by the addressee. In other words, when the hidden possibilities of language are used by the speaker in order to impose on the listener a certain idea of reality, an attitude towards it, an emotional reaction or intention that does not coincide with what the listener could form on his own, it is customary to talk about the power of language, or linguistic manipulation. Language in such cases is used, in the apt expression of one of the researchers of language manipulation R. Blakar, as "an instrument of social power."

One of the manipulation techniques was played in an animated film. A farmer was selling a cow in the market, which did not give milk at all. To the question "How much milk does a cow give?" he gave an honest answer: "Yes, we have not seen milk yet." Naturally, no one bought the cow. He volunteered to help one person who knows a lot about "advertising". To the same question, he found a different answer: "You will not milk it in a day: your hand will get tired." He lied and told the truth at the same time. He told the truth, because this phrase can be understood in the same way as the owner's answer - no matter how much you milk, you will not milk milk. And at the same time, he lied, because he deliberately constructed the phrase in such a way that it can be understood in another sense: a cow gives so much milk that even for the whole day you cannot milk everything. This is one of the typical methods of language manipulation - the use of ambiguity of a phrase. Puppet buyers did not see the catch here and decided that the offered cow was a very profitable purchase. In this regard, they acted like real buyers: firstly, normally a person does not notice the ambiguity of language structures; secondly, a person tends to understand the advertising message in a sense that is more beneficial for himself (the effect of improving the message is known in cognitive psychology).

Language manipulation often exploits a person's tendency to jump to conclusions. Despite the distrust of advertising, people often simply do not notice various advertising tricks. That is why the International Code of Advertising Practice (Paris, 1987), which formed the basis of ethical codes and legislative acts of most developed countries, prohibits misleading the consumer, including through the use of language for manipulative purposes:

"Article 4. An advertising message must not contain any statements or images that, directly or indirectly, through omission or ambiguity, as well as exaggeration, could mislead the buyer..."

"Article 5. The advertising message must be such that comparisons are not misleading. It must comply with the principles of fair competition. Comparison of the merits of goods must be fair and based on evidence."

It must be understood that the issue of language manipulation is not easy, since it is difficult to offer objective criteria for assessing whether a particular advertisement can mislead the consumer or not. Firstly, it often turns out that it is not the information contained in the advertisement that is misleading, but precisely those very "omissions", "ambiguities" and other methods of indirect transmission of the message. Thus, one has to evaluate not what is literally said in the advertisement, but the conclusions that a certain potential consumer can deduce based on the advertising message. And this is the realm of the subjective. In such cases, only knowledge of the typical false conclusions that a normal (that is, linguistically inexperienced) person builds under the influence of linguistic manipulation can help in such cases.

Secondly, the language itself is arranged in such a way that it enables a person to describe reality in different ways. And a person uses this opportunity even in everyday life. The same language devices in some cases serve to skillfully mislead with their help, and in others - to soften the categoricalness of an unpleasant message or simply to make the message more expressive, to give it expression. For example, a statement that someone was late to a meeting could be softened by replacing the word "late" with the word "delayed"; a spelling mistake made by the author in the text can be called not a mistake, but a typo, and thereby remove the accusation of the author's illiteracy. The game of ambiguity, used as a manipulative technique in the sale of a cow, is the basis of many amusing and quite "harmless" advertising puns, for example:

Good housewives love Losk. (This phrase of the television commercial, perceived by ear, is ambiguous: housewives love the washing powder "Gloss" or cleanliness - gloss.)

Based on this, it would be strange to forbid advertisers what a normal person uses in everyday life and what we admire in the speeches of famous speakers. However, as long as we are talking about buying, spending money, and about the principles of fair competition, there should still be certain restrictions. Restrictions should not concern specific linguistic devices, but how they are used. Advertisers and those who make judgments about the legal and ethical admissibility of advertising need to be able to analyze linguistic techniques, since they serve as a tool for manipulative influence.

Advertisers quite often use language manipulation techniques, sometimes intuitively, sometimes quite consciously. A person can resist this kind of influence by realizing what the manipulative technique used by the advertiser is. In some cases, but by no means always, a priori distrust of advertising information in general saves (according to VTsIOM data, more than 76% of the population of our country are skeptical about advertising). Sometimes advertising messages of competitors, synchronously using similar techniques, mutually weaken each other. In some cases, a certain technique becomes so popular in advertising that it gradually devalues and becomes an advertising cliché. Nevertheless, the manipulative possibilities of the language in general and the Russian language in particular are extremely rich. In the service of the advertiser and linguistic metaphor, and a false analogy, and ambiguity, and indirect speech acts, and presuppositions, and much more.

Consider the problem of language manipulation in connection with the peculiarities of explicit and implicit comparisons used in advertising texts. The task is not at all to "condemn" any advertising texts, but to show the whole complexity of the problem with a number of examples and to draw up a typology of linguistic manipulation techniques that accompany explicit and implicit comparisons.

Sergey Nikolayevich Litunov, Candidate of Technical Sciences, Associate Professor of the Department of Design, Advertising and Printing Production Technologies, Omsk State Technical University.

Linguistic manipulation is the selection and use of such language tools that can be used to influence the addressee of speech. As a rule, linguistic manipulation involves such an impact on the consumer of advertising that he is not aware of and perceives as part of objective information about the product.

Despite the fact that linguistic manipulation is used in almost all areas of the use of language, it is especially often used in politics, psychotherapy and advertising. It can hardly be denied that, communicating with each other every day, we periodically try to impose our point of view on someone: our personal attitude towards a person, situations, our view of a problem and its solution, etc. Thus, our very existence in society dictates to us the rules for the use of language and its psycholinguistic possibilities. As for advertising, due to its main tasks (to influence the consumer's choice in favor of a product), it can be recognized almost entirely as a manipulative sphere of language application.

The essence of linguistic manipulation in advertising is as follows: advertising information is presented in such a way that the consumer, based on it, independently draws certain conclusions. Since the consumer comes to these conclusions himself, he automatically accepts such knowledge as his own, and therefore treats the information less critically and with more confidence.

Thus, when faced with linguistic manipulation, we are not dealing with an objective description of reality, but with variants of its subjective interpretation.

There are three main areas of language manipulation that are used in advertising.

emotional memory is one of the most stable types of memory;

emotions are stronger and more immediate than logical reasoning, so they are easier to model.

It is well known that positive and negative emotions stand out.

The enjoyment of perfection does not require words. Silence is gold. Nescafe Gold - the pursuit of excellence.

What is the secret of individuality? When does magic appear? What gives unique taste? New Voque. Light accent in the mood.

Complement the fresh breath of the morning with the magical aroma of magnificent Greenfield tea. And may your every day be beautiful. Greenfield tea. What you appreciate.

the level of the ideal - love, creativity, admiration, beauty, perfection, striving for the ideal, dream, tenderness, etc. (Margaret Astor. How beautiful you are!)

physical level - pleasure from food, sexual pleasure, feeling of comfort, etc. (Love radio. Regularly and with pleasure) (Pleasure cannot be shown. You have to feel it. Mars. When you want).

Referring to negative emotions in advertising is undesirable. However, there are a number of products whose main task is to solve a problem, and therefore, when describing a problem, one has to use negative emotions. Advertising of medicines, types of insurance, social advertising actively works with negative emotions. It is important to remember that in this case, advertising should be structured as follows: problem (negative emotions) - product (emphasis on efficiency) - problem solution (positive emotions. Here are some examples of the use of negative emotions:

Pimples and blackheads are a disease that can and should be treated. Using "Zinerite", after 2 weeks you will look much better. "Zinerit" - a reliable remedy for acne!

Orbit: Food is pleasure. Taste pleasure. But each time the acid-base balance is disturbed in the mouth and there is a danger of caries.

Social attitudes. For any person, the relationship "I - society - I am in society" is very important. Therefore, advertising often manipulates various social attitudes of a person: self-esteem, self-assertion, public opinion, etc. There are several main positions here:

striving for leadership, success:

Canon: Bet on the leader.

Nivea for Men: For men who can take care of themselves.

Sharp laptops: A new formula for success.

Peugeot: I'm invincible! Confidence that is always with you;

inclusion in the group of "stars", professionals:

Filodoro. Tights for little princesses.

Lux. Beauty soap for screen stars.

Max Factor International. Cosmetics for professionals;

place in the social hierarchy:

Chevrolet Blazer: We found our place in life;

involvement in "reference" cities, countries and their inhabitants:

L&M. Date with America.

Lucky Strike - real America!

Electrolux. Sweden. Made with the mind.

Today in Russia you can experience the delightful world of Paris.

Picture of the world. Each person has his own ideas about the world and its laws. Knowledge, skills, experience, emotions and sensations gradually add up to a single picture of reality, which in its objective basis coincides with the generally accepted one, but, of course, differs in subjective personal assessments. As a result, in advertising we are not dealing with an objective picture of the world, but with its interpretation. Such a difference in perception allows advertisers to create their own "versions of the world" (its emotional and evaluative images) and pass them off as real.

We single out three main directions within the framework of the picture of the world that advertising uses.

Image of reality. Advertising builds its own image of a part of reality, presenting it to the target audience as an objective fact (in the form of an axiom). Here we are faced with statements in the form of wise thoughts, aphorisms, peremptory statements, etc., attracting the perception of the world to the advertised object. It is to the image of reality that the phrase “Tefal. You always think of us."

Lekker: Simple, like everything ingenious.

Dolphin Ore Jewelry: The beauty of the world is in diversity.

Beer Patra: Life is good as long as the cork jumps.

Beer "Golden barrel": "Golden barrel". Life is Beautiful!

Soap dries out the skin. Dove is different from regular soap. It is a quarter of a moisturizer. Try Dove moisturizer.

System of values. Any person during his life assimilates the system of values accepted in society, and builds his own on its basis. Advertising actively uses various value orientations, referring either to social ideal values (love of neighbor, striving for a better life, freedom, morality, justice, patriotism, civil rights, etc.), or to individual material values (economy, benefit, profit). , efficiency, guarantee, reliability, protection, benefit).

Not everything is as affordable as the low prices of Tele2 GSM.

Orgbank: Stability of a reliable business.

Desten brand computers are a reliable support for your business.

3COM and CISCO network equipment: An island of stability in the ocean of business.

Stereotypical prescriptions for activity. Advertising can also use our ideas about typical behavior in repetitive situations, dictating to us their solutions and rather rigidly prescribing the direction of action. Here we are dealing with a variety of "magic recipes" that can save us from all problems. Most often, medicines, detergents, food products are imposed on us in this way.

"Nurofen" - and the pain is gone!

Zippo - once and for all life.

"Vanish" - you can easily get rid of stains from linen.

Shampoo Organics: For beautiful hair today and tomorrow.

Asya. Gentle stain removal.

With "Olivik" the taste is softer and more tender.

One of the means of language manipulation is explicit and implicit comparisons. As you know, the use of explicit (open) comparisons with competitors in advertising texts is extremely undesirable: frank belittling of someone else's product can threaten litigation. It is no coincidence that we constantly hear about the mysterious "ordinary powders" and "other pads" that all in a crowd can not stand any comparison with the advertised product.

Consider the main types of comparisons (they can be both explicit and hidden) used in advertising.

Extended comparison. Such a comparison is formed by comparing the advertised object with the goods of the same product category.

Super Jeans. Never before has high-quality mobile communications been so affordable.

New Pampers. It absorbs faster than other diapers and helps keep your baby's skin dry.

Narrowed comparison. Comparing products of the same brand.

The new iron from Phillips produces more steam for superior results.

New Dirol. Live with a smile.

The new "Drop-Ultra" with an improved formula is effective even in cold water.

The new Timotey shower gel is a vanilla fantasy. Touch of nature.

Displaced comparison. Compare products from different product categories.

Samsung phones. The best that cellular communication can give.

M&M's. Milk chocolate. Melts in your mouth, not in your hands.

Indefinite comparison. The product is compared with unknown (it is not clear with what).

Maxwell House coffee. Surprises with a new pleasant, rich taste. Get ready for new experiences.

Samsung. You see more than ever.

"Imunelia". New idea of health. The idea of a new life.

Not everything is as affordable as the low prices of Tele 2 GSM.

"Chibo". Giving the best.

Degenerate comparison. This is not so much a comparison as a statement of the uniqueness of the product and its absolute superiority (often artificially created) over the rest: the only, unique, revolutionary, etc.

When the protection weakens, special bacteria come to the rescue, which are only found in Actimel.

Duru 1 + 1. A unique soap with lines of natural extracts.

L "Oreal hair dye. Unique color technology.

Jockey. Whenever you want coffee.

Pronina Anna

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18th regional scientific and practical conference

"Intellectuals of the XXI century"

Section: Linguistics (Russian language)

MOU secondary school No. 105, grade 9.

Scientific adviser:

Krainova Natalya Ilgizyarovna,

Teacher of Russian language,

MOU secondary school No. 105.

Chelyabinsk 2011

Introduction………………………………………………………………………………………….3

Chapter 1. Speech impact ……………………………………………………………………..4

1.1 The concept of speech impact ……………………………………………………………..4

1.2 Types of speech impact …………..…………………………………..………………..4

2.3 Linguistic means of influence in advertising ……………………………………………..........7

2.4 Methods of speech influence in advertising .............................................................. .......................ten

Conclusion ……………………………………………………………………………………..14

References ……………………………………………………………………………….15

Introduction

Advertising is an important component of the speech world that surrounds us. Today, the importance of advertising is beyond doubt, as it plays a key role in the development of a market economy. Even V. V. Mayakovsky in the article “Agitation and Advertising” wrote: “not a single, even the most sure thing, moves forward without advertising ...Advertising is the name of the thing. As a good artist creates a name for himself, so he creates a name and a thing for himself. Seeing a “famous” name on the cover of a magazine, they stop to buy. If it were the same thing without a name on the cover, hundreds of scattered people would simply pass by ... Advertising should endlessly remind of every, even wonderful thing ... ”.

Advertising allows you to control the promotion of goods on the market, create and consolidate the buyer's stable system of preferences for the advertised objects, make adjustments to sales activities. Using the possibilities of directed influence on the consumer, advertising contributes not only to the formation of demand, but also to its management.

With this influence, a number of different methods and techniques are used that affect various mental, sensory and biological structures of a person, both on a conscious and unconscious level. But, unfortunately, the impact on the consumer in some cases occurs with the help of manipulative techniques - various types of tricks, deliberate incitement and hidden motivation to make purchases.

We consider it interesting to consider the ways of speech impact in advertising, therefore, we have determined for ourselves the following tasks:

Study the literature on this topic.
Investigate the features of the advertising text and the phenomenon of speech impact in it.
Select and analyze promotional videos for the presence of speech impact techniques in them.
Summarize the methods of speech impact in advertising and draw a conclusion about the nature of their application.

Objective: to prove that modern advertising contains such methods of speech impact that have a negative impact on the addressee.

Subject of study:methods of speech influence in advertising.

Object of study:video and audio advertising.

In our work, we used the following research methods:

Descriptive Method- a technique for observing the material under study (they took advertising as a subject of research and analyzed it);

- structural method -within the framework of this method, component analysis was used in the work, i.e. we decomposed the advertising text into certain components and studied these components for the presence of speech impact in them.

Chapter 1. Speech impact.

The concept of speech impact

The development of the theory of speech influence originates in ancient rhetoric, for example, in the works of Aristotle. In modern linguistics, the study of speech influence is devoted to the works of Zheltukhina M.R., Issers O.S. and others [Vorontsova T.A., 2006: 30].

There are two points of view on the interpretation of the term "speech impact". Some researchers proceed from the fact that the process of influence is carried out as a process of interaction with the addressee, that is, the goal of such influence is to achieve a compromise between the interlocutors. Another approach is that the speech impact is a unidirectional process, in other words, the addressee is a passive listener, whose opinion and behavior the speaker is trying to control.

In our work, we will rely on the second point of view. The definition of Pirogova Yu.K., where the speech impact is understood as “a planned impact on the knowledge, attitudes and intentions of the addressee in the direction necessary for the addresser” [Pirogova Yu.K., 2002: 209], became a working one for us.

Thus, speech influence is the motivation of the listener with the help of speech to a certain action.

1.2 Types of speech influence

Belief - impact on the consciousness of the individual through an appeal to her own critical judgment. The basis of the method of persuasion is selection, the logical ordering of facts and conclusions according to a single functional task, logical proof, possibly coupled with emotional pressure, designed to ensure that the recipient consciously accepts a system of assessments and judgments in accordance with a different point of view. Instilling confidence in the interlocutor that the truth has been proven, that the thesis has been established, using both logic and emotional pressure.
Proving - logical reasoning "Tide" "Do not scold children to wash Tide" In 2 weeks, make sure that Tide does an excellent job and removes various stains, even which they themselves did not notice.
Persuasion is the emotional prompting of the interlocutor to abandon his point of view and accept the desired one. "Dosia" - powder

4. Suggestion (the urge of the interlocutor to take on faith what was said without deliberation and critical reflection). Suggestion- impact on the subconscious, emotions and feelings of a person, indirectly providing an impact on his mind, will, behavior due to the weakening of the control and regulatory function of consciousness, reducing consciousness and criticality in the perception and implementation of the suggested content, as well as the lack of purposeful active understanding, detailed logical analysis and assessment of this state of a person in relation to his past experience [Golovin S. Yu. 2003, Pankratov V.N. 2001, Cherepanova I. Yu. 1995].

5. Coercion (forcing a person to do something against his will) - in the conclusion, write down which methods of speech influence are not found in advertising. At the same time, effective and “civilized” I.A. Sternin names the first four ways, noting that "speech influence as a science of effective and civilized communication teaches us to do without coercion" [Sternin I.A. 2001].

In addition to suggestion and persuasion, according to a number of researchers, the methods of speech influence include infection (E.F. Tarasov, V.N. Pankratov, M.R. Zheltukhina) and imitation (V.N. Pankratov, M.R. Zheltukhina ).

6. Infection - the process of transferring an emotional state from one individual to another at the psychophysiological level of contact - in addition to the actual semantic impact or in addition to it.

Advertising is not the brainchild of the twentieth century. Its name comes from the Latin"reclamation" meaning "to shout out". Already in ancient Greece and ancient Rome, merchants caught potential buyers, not sparing the vocal cords.

The text is just words, a collection of symbols and signs that carry commonly used meanings that have integrity and coherence. The word, a unit of text, is in itself a formidable weapon, with its help one can execute and pardon, bestow hope and deprive oneself of self-confidence. But words can be negotiated and then, according to your wishes, they will be profitable. Advertising is precisely what tames words, forcing them to serve a person.

Advertising text is created in order to have a premeditated impact on the consumer. Texts that can evoke the necessary images and associations in the reader are called effective. They have an impact due to the thoughtful construction of phrases and a well-chosen style of presentation. Writing high-quality advertising text is an art.

Using the possibilities of directed influence on the consumer, advertising contributes not only to the formation of demand, but also to its management.

Attracting customers - informing them about new products, services, points of sale. Usually, the advertising message lists the competitive advantages of the advertised company, the advantages that its customers can acquire.

Increasing sales - it is understood that advertising, as a marketing tool, helps to increase sales. However, in order for the client to make a choice in favor of the advertised store (company, bank, service, etc.), one advertising message, as a rule, is not enough. When a client came to or called the advertised company, it is important for him not only what the advertisement promised him, but also whether these promises were true. How the client will be met, what product he will see on the shelves, at what price he will be able to purchase it - these and other factors also affect the growth or decline in sales. Advertising only directs and makes you remember.

Sales regulation - if you forget about this function of advertising, you can easily earn a negative image. You always need to remember that the quantity of the product must meet the expectations of the advertising campaign (yours and the client). If the autumn collection of clothes (for example) is sold out, remove advertising from the air, stop publishing in the media.

According to the legislation of the Russian Federation according to the object of advertising:

A real advertising text creates a special virtual reality, it uses information stored in human memory, works with associations, pushes to conclusions and inspires what a skilled author puts into it. To achieve the best effectiveness, advertising must be believable, emotionally positive, personalized and, above all, meet consumer expectations. Advertising should not be aggressive - an advertising campaign should not be confused with a war.

The main features of the advertising text are: introduction and conclusion. They attract the most attention, and are one of the main elements in the structure of the advertising text. The first paragraph is the most important element after the title of the advertising text. It is in the first paragraph that a person decides whether he will read the text further or not.

The final paragraph does several things at once. First of all, he completes the advertising plot of the message and unifies it. The conclusion should contain a call to action, and tell readers how they can get the advertised product. If the conclusion is bright and inviting, do not hesitate, the client will call you.

The main persuasive feature of the advertising text is the benefits of the product and how it is used. The author considers suggestion as a way of speech influence, which is a conscious, unreasoned impact on a person or group, which aims to change their state or attitude to something.

The author focuses on such a function of the advertising text as demonstration, which implies the need to point out the object and its features, show the skills of handling it, and present the skills of handling the goods. V. N. Stepanov clearly shows which markers represent these functions in specific texts and describes all the stages of speech impact in an advertising text.

Convinces that the effectiveness of an advertising message depends not so much on the time parameters taken into account by the compiler of the text, but on the target audience, the concept of the product or product, the means of distribution and the strategy of communication with the potential buyer.

2.3 Language means of influence in advertising

In her work "Complex suggestive impact of the language of the media" Zheltukhina M.R. noted the ability of the media to influence all spheres of human activity in certain interests: “Mass media are filters that, due to the lack of the possibility of direct perception by the addressee of the surrounding reality, as a result of the selection of information and the formulation of messages, opinions, assessments, are capable of creating distorted, displaced images of reality” . We believe that advertising is also capable of influencing the addressee; linguistic means of various levels are used to achieve this goal. Let's take a closer look at the examples:

At the syntactic level - the establishment of causal relationships (subordinating conjunctions are used with the meaning of cause and effect - so, because, therefore, as a result of which, since, in connection with, etc.)

1) Garnier Fructis melting mask

Tired of waiting for the mask to work? In 1 second, it penetrates the hair and restores it. Your hair will be like new!

2) Washing powder "Myth"

“The freshness of linen is my merit!” - the addressee concludes that he will receive fresh linen as a result of washing with this powder.

(Type of speech influence: infection)

4) Haggis - a special breathable surface with millions of micropores easily passes air, keeping baby's skin healthy.

Building an associative series

1) "Head and Shoulders":

When the respondent is asked the question: “Name dandruff shampoo No. 2?...”, he finds it difficult to answer, but the second question: “Name dandruff shampoo No. 1?” Does not confuse, all participants give an unambiguous answer: “ Head and Shoulders.

"There is only one number one" - sounds at the end of the video.

(type of speech influence: persuasion)

Lexical level - vocabulary of obligation (verbs in the imperative mood)

1) Powder "Tide": "Make sure!"

2) Garnier Fructis melting mask “Take care of yourself!”

3) Lancome Face Cream: "Try Our First Youth Activator"

4) Coffee "Nescafe classic wake up for life!"

In the vast majority of examples, suggestion, as a form of speech influence, uses an appeal to authority - the hero of the commercial is a famous person.

Activia Tasha Strogaya and Natasha Stefanenko are the hosts of fashion programs, which are very popular among women, the creators of the advertisements have relied on the fashionable image of the presenters themselves;

Cosmostars: “Future cosmonauts start every day with training and a healthy breakfast. These delicious Cosmostars Honey Stars now contain whole grains, which means a lot of whole nutrients and so much healthy energy. The quality of products, the quality of life ”(Speech delivered by Yulia Kostyushkina, Olympic champion in acrobatics).

“We trust Fruto Nyanya, because most pediatricians in Russia recommend it” - the statement is supported not only by the opinion of caring mothers, but also by the opinion of doctors - belief.

Listening to the opinion of a famous person, the addressee perceives the information without critical reflection.

Stylization for phraseological turns, creation of memorable slogans, mottos:

1) Haggis - Everything will work out!

2) Toyota - drive the dream.

3) Wash in secret - do not scold children.

4) Škoda Auto is simply brilliant.

5) L-auto - You don't have to be a sales genius if you have a great product.

6) Resolute - helps the liver in the morning, afternoon and evening.

Type of speech impact	Language tools	Example
1. Persuasion (impact on the consciousness of the individual through an appeal to her own critical judgment)	Vocabulary of obligation (verbs in the imperative mood)	1) Shampoo "Timotey" (your hair will become smooth and silky); 2) Colgate toothpaste (surprisingly, the pain is gone, for sensitive teeth); 3) Pallet - the first cream paint with marine collagen. 4) Headache? Take Solpadein.
2. Proof - logical reasoning	As a rule, some experiment is described, with the help of which the addressee must verify the good quality of the advertised product. At the same time, language clichés are used: “Scientifically proven ...”, “we found out empirically ...”, “scientists conducted a study ...”, etc. There is also scientific vocabulary, which is designed to give greater weight and significance to the experiment.	1) "Actimel" The host says: We are at the snow figure competition ... You are our winners! What helped you? Mother. And strong immunity. Actimel contains lactobacilli and vitamins important for immunity... 2) Garnier Fructis Melting Mask Tired of waiting for the mask to work?... Garnier Fructis melting mask, in 1 second it penetrates the hair and restores it.
3. Persuading - the emotional motivation of the interlocutor to abandon his point of view and accept the desired one.	Calling the necessary associations	1) Shampoo "Head and Shoulders": "There is only one number one"
4. Suggestion		1) Beeline - "win 1 million rubles, just send any SMS to the number ..." 2) Games, ringtones for mobile phones. "Download the greatest hits of this summer, send SMS to the number ...". 3) "Get an individual horoscope for every day, send SMS..." 4) Coldrex - care in action. 5) Kia - care in action.
5. Infection - the process of transferring an emotional state from one individual to another at the psychophysiological level of contact - in addition to the actual semantic impact or in addition to it.	The addressee, as it were, is put in the place of the hero of the commercial, stories about others, examples of solving problem situations, etc. are given. In commercials of this kind, rhetorical questions dominate.	1) “Fairy” - “About the Petrovs for cleanliness”: Sergey knew that Fairy remained on the sponge for a long time and its foam would be enough to wash much more dishes than with other means. I won! "No trace of fat!" 2) “Does your cough interfere with sleep?” 3) "Pain in the joints does not allow you to lead a full life?" 4) - Do you still scold your children for dirty things? Then we go to you! 5) "Myth" The family gathered at the table: How to remove this stain? Need to understand where it comes from? Fish? Or sauce? Moidodyr appears and says: You don't have to be an expert on stains to remove them. The new Myth M-Zim 5 recognizes and removes various stains. What freshness and purity!
6. Coercion - forcing a person to do something against his will.

Conclusion:

It, like everything around us, is changing. It becomes brighter, more expressive, more emotional. Sometimes it is annoying, sometimes it has a magical effect. Many expressions from advertising texts enter our speech, become aphorisms. Probably, we can no longer live without advertising. But we must be attentive to the language of advertising, to distinguish good from bad.

We are interested in high-quality, tasteful and humorous advertising. But this is not an easy art, requiring great tact. Illiterately constructed advertising text can have a negative impact on a person, in particular on his speech.

the presence of ways of speech influence in them, we came to the following conclusions:

Each commercial contains at least one of the ways of speech impact, therefore, advertising has a negative impact on the addressee.
The most common is infection.

While conducting research, we came across the fact that not in all advertising, it is the audio series that plays a key role in influencing the addressee. Often the perception of advertising text depends on the video series. Therefore, in prospects In our work, we intend to continue the study of advertising, but from a different position - the position of the relationship between words and images in advertising.

Literature

Mayakovsky V. V. Agitation and advertising // Mayakovsky V. V. Complete works: In 13 volumes / USSR Academy of Sciences. Institute of world literature. them. A. M. Gorky. - M.: Artist. lit., 1955-1961. T. 12. Articles, notes and speeches: (November 1917 - 1930).
Svetana S.V. The language and style of the media and propaganda. M., 1980.

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Speech impact and language manipulation in advertising. Methods of speech influence in advertising and PR Persuasion as a method of speech influence in advertising

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