рекламный дискурс, концепт «страх», речевое воздействие, манипулятивное воздействие, социальная реклама, коммерческая реклама, Social Sciences

The article describes the ways of representing the concept “fear” in modern English advertese, as well as reveals functional efficiency and linguistic manipulation tactics of marketing that appeals to the emotions of recipients. Purpose. The goal of this research is to reveal and analyze the means of suggestion based on fear and used by copywriters to influence the psycho-emotional state of the target audience. The subject matter is the specifically marked elements of English texts of advertising billboards, aimed at implicit influence on the behavior of recipients and meeting marketers’ objectives. To maximize the phenomenon of modern advertese in this paper it is suggested to integrate knowledge of linguistics and psychology. Methodology. Survey methods include general scientific methods of analysis and synthesis, cognitive analysis, content-analysis, a conceptual analysis method, a sociological survey method, a psycholinguistic method of free associative experiment. Results. Most significant estimates of this research are the following in the advertising type of discourse the concept “fear” acts as a tool of effective influence on linguistic consciousness of target audience, but gradation of the depth of exposure varies in different linguistic cultures. The methods of linguistic manipulation are determined by the pragmatic aims of copywriters and represented on linguistic and extralinguistic levels. Practical implications. The results of the research can be applied in the sphere of emotiology, as well as in terms of practical application in copywriting.