MEANS OF VERBAL INFLUENCE IN ADVERTISING (ON THE MATERIAL OF ENGLISH-LANGUAGE MOVIE POSTERS) Movchan Diana,

Abstract

The present paper deals with the study of tactics of implementing the strategy of language influence in English-language movie posters. It is considered that advertising movie posters are oriented on pragmatically focused impact on the potential viewers, stimulate their interest, persuade them, influence their emotions, feelings or rationality and create the algorithm of their behavior. Motivational strategies of proposing, reminding or encouraging actions in movie posters are implemented through the specifics of discursive techniques and tactics by selecting language tools at the structural, phonetic, lexical, grammatical and stylistic levels, their combinatorics and application of visual techniques. The research finds out, that the mechanism of verbal influence in movie posters includes the repertoire of following techniques and tactics: the presence of an effective advertising slogan, alliteration, assonance, word play, repetitions, omissions, graphic modifications of the text, symbolization, the use of imperatives and interrogative sentences, contrast, gradation. It is emphasized that movie posters, which are one of the most effective means of advertising film products, are of polycode nature, as they are created by combining verbal and nonverbal elements that interact and complement each other. An important role in the pragmatic orientation of movie posters belongs to the visual series, which activates the attention of the recipient and facilitates the procedure of perception and decoding of advertising. It is underlined that the main features of the language of advertising text of movie posters are general accessibility, social orientation and expressiveness. The language and style of presentation of each advertising message in movie posters are subject to the main idea and have a communicative and motivating nature