Городецька, І. (I. Horodetska) (2015) Стилістичні фігури як засіб маніпулятивного впливу в рекламі косметичних засобів. Наукові записки Національного університету “Острозька академія”. Серія «Філологічна» (Вип.53). pp. 72-74.
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Анотація
У статті розглядаються стилістичні фігури, що найчастіше вживаються в рекламних текстах, аналізуються
їх функції, а також вплив на реципієнтів.
(The article focuses on the role of stylistic figures in the manipulative effects of advertising. The advertising message gradually loses its purely informative character and becomes more and more pragmatic and manipulative. Manipulation is a rather complex socio-psychological phenomenon. It’s a type of communicative influence with the help of the language means.
With the help of manipulation a modification of the given information takes place. At the same time the recipient doesn’t realize the influence and it leads to the illusion of choice and independence in decision making. Manipulation is especially important for realization of such communicative strategies as: «drawing attention» and «building trust».
Stylistic figures represent especially rich set of instruments for realization of the functions of the advertising text. The most important and widely-used stylistic devices include: metaphors, metonymy, epithets, and hyperbole. Metaphor is a hidden comparison that is made through the usage of the name of one object in its regard to another and it helps reveal a specific
feature of the latter. Metaphor represents an emotional estimation and bright characteristic feature of an object. Metonymy, unlike metaphor, is a comparison of objects due to their adjacency. It’s mostly used in headlines of the advertising texts. Epithet
is a word that indicates one of the features of an object and aims at specifying its understanding. In the advertising texts one can notice, in most cases, the use of extravagant epithets that are in reality phrasal or contextual epithets. Hyperbole is a stylistic device that represents the features of a described object in an exaggerated manner for the purpose of attracting
special attention of readers. Antithesis is a comparison of words or word combinations that are opposite in meaning. The most important element here is the effect of contrast. All of these stylistic devices create interesting and powerful means of manipulative impact on the readers.)
| Тип файлу: | Стаття |
|---|---|
| Ключові слова: | Маніпуляція, рекламний текст, метафора, метонімія, епітет, гіпербола, антитеза (Manipulation, advertising text, metaphor, metonymy, epithet, hyperbole, antithesis) |
| Теми: | За напрямами > Загальні питання лінгвістики та літератури |
| Підрозділи: | UNSPECIFIED |
| Розмістив/ла: | Галина Цеп'юк |
| Дата розміщення: | 12 Лют 2016 20:24 |
| Остання зміна: | 12 Лют 2016 20:24 |
| URI: | https://eprints.oa.edu.ua/id/eprint/4295 |
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