Ukraine’s Political Advertisement: Suggestion Realization Strategies Analysis

Abstract.

UKRAINE’S POLITICAL ADVERTISEMENT: SUGGESTION REALIZATION STRATEGIES ANALYSIS

Anastasia Kovalevska

Ukrainian and Foreign Languages Department, Odesa Regional Institute for Public Administra­tion of the National Academy for Public Administration under the President of Ukraine, Odesa, Ukraine.

Abstract

Background: Suggestive function is its basic one, scilicet advertisement is directed towards per­suading the consumer that one needs to purchase the advertised product, political advertisement, its language being the integral part of politics and authoritative decisions, as well as the society’s func­tioning as a whole. Utilizing the suggestion techniques in the sphere of politics and public manage­ment is extremely crucial not only in order to analyze the political texts, but to optimize the very construction of these texts considering the according brand new scientific technologies.

Purpose: the purpose of this paper is to highlight the peculiarities of the very speech immanent suggestogeneousness realization strategies in the political slogan as one of the basic advertisement campaign components.

Results: The classification of the strategies utilized in the political slogans we suggest here has a complex nature, since it integrates the achievements of such modern sciences as Neuro-Linguistic Programming, Suggestive Linguistics, Lies Theory, and the NAP-structure of linguistic suggestive­ness, and metamodel of the political advertisement slogans’ linguistic suggestiveness. Introducing this classification into the scientific circulation would allow not only to carry out the systematization of the available diversity of the political slogans in particular and political advertisement as a whole as the modern informational space’s extremely powerful phenomena, but also to isolate their domi­nant construction strategies, and in-depth construction mechanisms, and ergo, to offer the counter­measures strategies and tactics for neutralizing the destructive effects of each type.

Discussion: Utilizing modern technologies while analyzing the current political discourse will not only serve as a mean to construct the theoretic grounds of NLP and Suggestive Linguistics, Stra­tegic Communications Theory, Discoursology, Psycholinguistics, and Public Administration studies, but will also provide the necessary assistance in forming the according program decisions in the sphere of Ukraine’s state informational policy and safety, what emphasizes the perspective of de­veloping this aspect further on.

Keywords: political advertisement, political slogan, NLP, suggestion, Suggestive Linguistics, pathogenic texts, media, state information policy.

Vitae

Anastasia Kovalevska is a PhD in Linguistics (Ukrainian Language), Ukrainian and Foreign Lan­guages Department Associate Professor at Odesa Regional Institute for Public Administration of the National Academy for Public Administration under the President of Ukraine. Her areas of research interests include Neurolinguistic Programming, Suggestive Linguistics, Lies Theory, Profiling, Spin-Doctoring, Neuromarketing, PR/GR, Advertisement Theory.

Correspondence: ana.kovalevskaya@gmail.com.

Article.

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