ADVETISING LANGUAGE AS A SOURCE OF INFLUENCE ON THE CONSUMER'S MIND (Mova reklamnykh tekstiv yak dzhelelo manmipulatsii psikhikoyu spozhivacha))
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The article takes a closer look at the issue of mental manipulation of advertising language, on the basis of examples of Ukrainian and Polish advertising slogans. The influence of advertising on the receiver's mentality takes place in two ways, both through elements closely concerned with the language system (pragmatic presupposition, positive-connotation lexion & absolutisation of the advertised object), and those outside the language system (the so-called 'scientific argument', playing of human emotions, implication, the power of authority, and crypto-advertising). In the article the notion of advertising rhetoric and the richness of stylistic means used in advertising have been discussed. The following terms have been distinguished, among others: epithet, comparison, metaphor, metonymy, hyperbole, alliteration and gemation, which not only diversify the terms of stylistics and general impression, and in that way are also the source of manipulation of the consumer's mind. The conclusion of the study is to present advertising content as a communication whose form and structure are dedicated to one aim - to encourage the consumer to buy the product.
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