Psycholinguistic basis of the English-language advertising message
Journal Title: Науковий вісник Дрогобицького державного педагогічного університету імені Івана Франка. Серія: Філологічні науки (мовознавство) - Year 2018, Vol 9, Issue
Abstract
The article focuses on psychological basis of the modern marketing and advertising that is used to appeal to consumers’ psychology in all possible ways to deliver the message. The author defines the structure of the advertisement that helps to create a properly constructed, effective address and ensure favourable conditions for communication with consumers. The four components of the advertisement are slogan, headline, body copy, and echo-phrase. Apart from that, the study claims the importance of consumers’ psychological types which include visual, audial, and kinaesthetic learners. People with different psychological types will react differently to the advertising message. Thus, it is necessary to use vocabulary which will affect certain type or all types of personality in order to increase the efficiency of the advertising message. The article offers a number of “strong” words and expressions or predicates for each type of personality. The author points out that lexical units in advertising message may be differentiated into several semantic groups. When used wisely, these lexical units can help advertisers to create and deliver an effective advertising message which will affect the conscience of the target audience. The author distinguishes three semantic groups: words that reflect major needs of consumers (physiological needs, safety, emotions and love, social needs, self-realization, and pragmatic approach to life), words of emotions, and words of certain social and age groups. One advertising message using words from different groups may cover bigger audience.
Authors and Affiliations
А. А. Іщук
Keywords
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