LINGUISTIC PRAGMATICS OF SOCIAL ADVERTISING: MANIPULATIVE STRATEGIES FOR SHAPING PUBLIC CONSCIOUSNESS

Abstract

The study describes various levels of linguistic manipulation (manipulation of information, paralogical and linguo-stylistic levels), of which the linguo-stylistic level is the most common in advertising messages. It highlights the use of lexical ‘anchors’ for psychological programming and techniques of intimisation to foster an atmosphere of trust. The role of the socio-psychological characteristics of the target audience (gender, age, level of critical thinking, psychophysiological states) in the successful implementation of manipulative influence is emphasised. It is concluded that social advertising is a complex, multi-level system, whose ability to integrate linguistic, psychological and cognitive mechanisms determines its effectiveness as a driver of social change. The study found that public service announcements require a specific approach to text composition, which differs fundamentally from commercial standards. It has been demonstrated that the primary means of such influence are imperative forms, manipulative tactics, direct psychological pressure and mind programming. In particular, the use of imperatives (often in the form of incomplete sentences) dictates the desired behavioural model, whilst simultaneously giving the individual the illusion of independent choice. Manipulative techniques based on immersion in the recipient’s inner world have also been studied: they exploit basic human needs (health, safety, self-affirmation) and play on emotions such as shame, pride or a sense of duty. The article distinguishes between different levels of linguistic manipulation (informational, paralogical, and linguo-stylistic), noting that the linguo-stylistic approach is most often predominant in advertising texts. It describes how lexical ‘anchors’ are used for psychological coding and techniques of rapprochement (intimisation) to create an atmosphere of trust. It is specifically emphasised that, for successful manipulation, it is crucial to take into account the socio-psychological characteristics of the audience (gender, age, level of critical thinking, physiological state). Finally, the conclusion is drawn: social advertising emerges as a multi-level structure that integrates linguistic, cognitive and psychological tools, thereby becoming an effective driver of social change