Филологические науки/ 7.Язык, речь, речевая коммуникация

Shurentaev A.M.

Kostanay State University named after A. Baitursynov, Kazakhstan

Manipulation in advertising

Advertising, as a subject of study, covers a vast area of knowledge . In connection with this ad can be viewed from the perspective of different sciences and different analytes and subdivided into advertising psychology , advertising sociology, economics, semiotics of advertising, and explore advertising as philological discipline.

Advertising , as an element of mass communication, can be regarded as a form of mediated communication stipulated by certain specific features. There are , for example, cultural differences in the methods of communication. Thus, under the theories of native psychologists LS Vygotsky and AA Leontiev, any text is treated as a combination of different connotations specific meanings given particular culture [ Andreev 2005 : 178]. A mismatch of values , meanings invested communicators ( the creators of advertising) in the ad text , and values of the audience ( communicants - recipients of advertising) , because of their different social attitudes , language and " world view ", communicative failure occurs , the effectiveness of advertising approaching zero . Such a phenomenon often can be seen in ad translations into another language. Thus , according to V.Gumboldt : "The difference of language - it's not different designations of the same subject, but different visions of it" [ Humboldt in 1984 : 56].

Looking at multi-ethnic modern society , the so-called multi-polar world , then comes to the fore the problem of interaction and understanding of people in the process of coexistence and intercultural communication. After all , the welfare of any person depends on other people and many factors. This is due primarily to the fact that one lives in a society , in a society with its own laws of communication. Communication as a communicative process of information exchange , is both complex and multifaceted relationship process of individuals , their interaction and often manipulation. Thus, one of the main features of the communication process is the intention of the participants to influence each other , influence the behavior of another person. This is accomplished through the following mechanisms - conviction and infusion , which inherently are antipodes . Consider first conviction, which is a purposeful process of communicative impact and characterize rationale message ( or multiple messages ) , for example advertising.

Information transmitted through advertising , can be conditionally divided into two types - recital and incentive [ Ryumshina 2004 : 36]. Ascertaining information in advertising, by compelling arguments about the positive qualities and properties of the goods and services , creates a positive image of the advertised object .

But in the process of persuasion , you may encounter communication barriers caused by unacceptable emotional arguments, even those that are based on real facts and a priori must be convincing , but in practice are blocked and do not reach consciousness. Consequently , the conviction can not act as a mechanism of manipulation purely[ Ryumshina 2004 : 24-25 ] .

Suggestion, in contrast to the mechanism of beliefs, is an emotional and volitional way of uncritical acceptance of information and contains no logical proof . It is proved that the word originally came suggestibility and only then , the man obtained ability to think analytically [ Ryumshina 2004 : 25]. This is often used by advertisers using incentive information , who inspire ideas to consumers in order to manipulate their behavior.

While instilling, the highest value has the authority , status and prestige of suggestor who creates additional effect of trust and increase assimilability information. This technique has been adopted by creators of advertising , attracting stars and professionals ( doctors, teachers , athletes , etc.) , whose opinion is usually considered in a particular social group , for which specific and designed advertising.

Conditions, under which there is an influence , are also very important . These include : the time and place of suggestion , the form in which the information is supplied , emotional and sensual state of audience , etc. .

It should be noted that people in varying degrees can resist the suggestion, and the degree of suggestibility of each depends on several factors : the psycho-physiological state of the organism , exposure to the environment and other people.

Problem of mass suggestion in information transmission in different sign systems interests scientists for a long time. One of the first Russian scientists who have studied this process was VM Bekhterev , who linked the manipulation of consciousness with suggestion in public life. In his opinion , suggestion constitutes an invasion of consciousness outside ideas without direct participation in this act of "I " of the subject [ Bekhterev 1903 electronic resource].

Imitation as the main mechanism of human socialization , formation of groups , norms and values , which any society is hold on, has a lot to do with the suggestion. Laws of imitation often used in advertising. At the moment we can observe cases of imitating " advertising heroes " not only in behavior, demeanor , dress , but also in communication. So , the question, " Where have you been ? " Most will answer with words from advertising "Beer drinking"

Information can only be transmitted by socially mediated means, sign systems . Despite the fact that the words and the rules for their use are the same for all the speakers of the language , each person implements subjective meaning in his message, its significance , " passed through the system of motives and goals of the person " [ Ryumshina 2004 : 30]. Looking from this perspective, we see that any advertising message conveys the meaning , "packed " in " words , texts that generate images and feelings through associations " [ Ryumshina 2004 : 30].

Manipulative influence is based on the association of words and images , as they both have the inspiring influence and cause a "chain reaction of imagination" [ Ryumshina 2004 : 30]. In this case manipulator tries to encode your message in the advertisement so that the recipient can decode it only one single method for creating the desired manipulator images and meanings.

Thus, the main purpose of manipulation in advertising - impulse human to commit certain actions: whether the purchase of a product or a change of attitudes , opinions, idea of a man. At the same time, advertisers tend to hide their true intentions , creating the illusion of a person of confidence and independence in its decisions and actions.