Titulo:
The manipulation of the advertising discourse: rhetoric and stylistic aspects
.
Guardado en:
2307-7999
2310-4635
9
2020-12-13
e916
e916
Propósitos y Representaciones - 2021
info:eu-repo/semantics/openAccess
http://purl.org/coar/access_right/c_abf2
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The manipulation of the advertising discourse: rhetoric and stylistic aspects The manipulation of the advertising discourse: rhetoric and stylistic aspects The article presents communicative, stylistic and rhetoric facets of the advertising discourse. The purpose of the study is to give consideration to communicative (rhetoric and stylistic) means of the advertising discourse in the role of suggestive practices acting as the mind manipulation. The main objective of such means is to sell goods via mass communication. Communicative impact is based on primary human emotions: joy, sorrow, fear and anger. The central task of the article is to analyze these aspects and their impact on the human conscience in the information transmitting process. Currently, mass communication media makes full use of the mind manipulation to draw attention to the advertised objects. To study such manipulation, the diverse methods are applied: discourse analysis, semiotic encoding and decoding as well as text analysis. When using these methods, we concluded that modern advertising communication focuses not so much on products and brands, but on the advertising piece. Advertisement videos demonstrate comfort, safety, ease of use of the product, etc. Advertisers pay attention to communicator qualities and the communication situation itself, which presents advanced features of a product. Communicators are most often well-known personalities acting as opinion leaders, so their messages are based on the advertiser confidence effect. The media space can include "seasonal" ads. This type of communication is presented in the form of brand advertising messages on the eve of various holidays or events linking a product with them. Online platforms and applications commercials are getting the significant evolvement in the TV advertising discourse. Online advertising drags TV content consumers into digital communication. Eventually, it should be emphasized that advertisers exert influence on the discourse as well as develop the advertising communication and, consequently, affect the recipients’ emotions. Consumers, in turn, guided by emotions, make a choice in favor of a particular product. Mokshin, Sergey discourse advertising manipulation communicator message. 9 SPE1 Núm. SPE1 , Año 2021 : Número especial: Prácticas educativas y formación docente Artículo de revista Journal article 2020-12-13T00:00:00Z 2020-12-13T00:00:00Z 2020-12-13 application/pdf Carrera de Psicología, Universidad San Ignacio de Loyola, Lima, Perú. Propósitos y Representaciones 2307-7999 2310-4635 https://revistas.usil.edu.pe/index.php/pyr/article/view/916 10.20511/pyr2021.v9nSPE1.916 https://doi.org/10.20511/pyr2021.v9nSPE1.916 eng https://creativecommons.org/licenses/by-nc-sa/4.0/ Propósitos y Representaciones - 2021 e916 e916 https://revistas.usil.edu.pe/index.php/pyr/article/download/916/1212 info:eu-repo/semantics/article http://purl.org/coar/resource_type/c_6501 http://purl.org/coar/resource_type/c_2df8fbb1 http://purl.org/redcol/resource_type/ART info:eu-repo/semantics/publishedVersion http://purl.org/coar/version/c_970fb48d4fbd8a85 info:eu-repo/semantics/openAccess http://purl.org/coar/access_right/c_abf2 Text Publication |
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UNIVERSIDAD SAN IGNACIO DE LOYOLA |
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https://nuevo.metarevistas.org/USIL/logo.png |
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Perú |
| collection |
Propósitos y Representaciones |
| title |
The manipulation of the advertising discourse: rhetoric and stylistic aspects |
| spellingShingle |
The manipulation of the advertising discourse: rhetoric and stylistic aspects Mokshin, Sergey discourse advertising manipulation communicator message. |
| title_short |
The manipulation of the advertising discourse: rhetoric and stylistic aspects |
| title_full |
The manipulation of the advertising discourse: rhetoric and stylistic aspects |
| title_fullStr |
The manipulation of the advertising discourse: rhetoric and stylistic aspects |
| title_full_unstemmed |
The manipulation of the advertising discourse: rhetoric and stylistic aspects |
| title_sort |
manipulation of the advertising discourse: rhetoric and stylistic aspects |
| title_eng |
The manipulation of the advertising discourse: rhetoric and stylistic aspects |
| description_eng |
The article presents communicative, stylistic and rhetoric facets of the advertising discourse. The purpose of the study is to give consideration to communicative (rhetoric and stylistic) means of the advertising discourse in the role of suggestive practices acting as the mind manipulation. The main objective of such means is to sell goods via mass communication. Communicative impact is based on primary human emotions: joy, sorrow, fear and anger. The central task of the article is to analyze these aspects and their impact on the human conscience in the information transmitting process. Currently, mass communication media makes full use of the mind manipulation to draw attention to the advertised objects. To study such manipulation, the diverse methods are applied: discourse analysis, semiotic encoding and decoding as well as text analysis. When using these methods, we concluded that modern advertising communication focuses not so much on products and brands, but on the advertising piece. Advertisement videos demonstrate comfort, safety, ease of use of the product, etc. Advertisers pay attention to communicator qualities and the communication situation itself, which presents advanced features of a product. Communicators are most often well-known personalities acting as opinion leaders, so their messages are based on the advertiser confidence effect. The media space can include "seasonal" ads. This type of communication is presented in the form of brand advertising messages on the eve of various holidays or events linking a product with them. Online platforms and applications commercials are getting the significant evolvement in the TV advertising discourse. Online advertising drags TV content consumers into digital communication. Eventually, it should be emphasized that advertisers exert influence on the discourse as well as develop the advertising communication and, consequently, affect the recipients’ emotions. Consumers, in turn, guided by emotions, make a choice in favor of a particular product.
|
| author |
Mokshin, Sergey |
| author_facet |
Mokshin, Sergey |
| topic |
discourse advertising manipulation communicator message. |
| topic_facet |
discourse advertising manipulation communicator message. |
| citationvolume |
9 |
| citationissue |
SPE1 |
| citationedition |
Núm. SPE1 , Año 2021 : Número especial: Prácticas educativas y formación docente |
| publisher |
Carrera de Psicología, Universidad San Ignacio de Loyola, Lima, Perú. |
| ispartofjournal |
Propósitos y Representaciones |
| source |
https://revistas.usil.edu.pe/index.php/pyr/article/view/916 |
| language |
eng |
| format |
Article |
| rights |
https://creativecommons.org/licenses/by-nc-sa/4.0/ Propósitos y Representaciones - 2021 info:eu-repo/semantics/openAccess http://purl.org/coar/access_right/c_abf2 |
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info:eu-repo/semantics/article |
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http://purl.org/coar/resource_type/c_6501 |
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info:eu-repo/semantics/publishedVersion |
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http://purl.org/coar/version/c_970fb48d4fbd8a85 |
| type_content |
Text |
| publishDate |
2020-12-13 |
| date_accessioned |
2020-12-13T00:00:00Z |
| date_available |
2020-12-13T00:00:00Z |
| url |
https://revistas.usil.edu.pe/index.php/pyr/article/view/916 |
| url_doi |
https://doi.org/10.20511/pyr2021.v9nSPE1.916 |
| issn |
2307-7999 |
| eissn |
2310-4635 |
| doi |
10.20511/pyr2021.v9nSPE1.916 |
| citationstartpage |
e916 |
| citationendpage |
e916 |
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https://revistas.usil.edu.pe/index.php/pyr/article/download/916/1212 |
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