Means of Verbal Manipulation in Advertising Discourse of Financial Companies
https://doi.org/10.26794/2226-7867-2019-9-6-111-115
Abstract
The article analyses the verbal component of the advertising discourse of financial companies. The overview of existing linguistic research in the field of advertising discourse allows the authors to conclude that typologies of verbal means are based on postulates of cognitive linguistic (modelling semantic domains), stylistics (rhetoric devices and figures of speech), pragmatics (the theory of speech acts). However, the verbal component of advertising discourse is not well researched yet. We undertake an attempt to systemize verbal means of manipulation in advertising discourse based on the dichotomy “speech strategy/tactics” and corresponding language resources. Therefore, singled out a corpus of texts from financial companies’ sites and analysed how proposition in an utterance correlates with the verbal means. Further, we formulated statistical conclusions about the percentage of different manipulative tactics used on the site of a financial company. Finally, the authors concluded that despite the development of verbal expression in advertising, imperative mood, citation and ‘bombastic lexis’ for positioning a company as a leader on the market are still more frequent than other more linguistically creative verbal means.
Supporting agencies: The article is based on the results of research carried out at the expense of budgetary funds on the state assignment of the Financial University.
About the Authors
M. V. Melnichuk
Financial University
Russian Federation
Russian Federation
Marina V. Melnichuk — Doctor of Economics Sciences, Professor
Moscow
I. I. Klimova
Financial University
Russian Federation
Russian Federation
Irina I. Klimova — Candidate of Philology, Professor
Moscow
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Review
For citations:
Melnichuk M.V., Klimova I.I. Means of Verbal Manipulation in Advertising Discourse of Financial Companies. Humanities and Social Sciences. Bulletin of the Financial University. 2019;9(6):111-115. (In Russ.) https://doi.org/10.26794/2226-7867-2019-9-6-111-115
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