Грамматические игремы как средство „коммуникативного обольщения”

Abstract

The article is devoted to linguistic manipulation in Russian and Ukrainian advertising. The article outlines the theoretical aspects of advertising discourse as a special multicomponent genre, which includes informative, evaluative, imperative speech acts that maximally affect the emotions and consciousness of the recipient. In recent years, pragmatic and manipulative functions have pushed the informative function to the foreground, creating an alternative picture of the world for its target audience through language game. The language game effectively influences deep structures of the recipient's mental organization. „Communicative seduction” can be achieved at the expense of different types of game units; in our article, grammatical game units are analyzed among adjectives and verbs.