←2019. – Vol. 15

Kateryna S. Karpova
Ph.D., Associate Professor
Taras Shevchenko National University of Kyiv




It is a truism, that advertising sphere is a crucial medium between the manufacturer and the audience, consequently it is essential in forming and maintaining the image of the corporation or brand. Presently, world corporations are trying to modify their corporate culture to head for green direction; therefore brand-managers are creating such advertising campaigns in order to attract attention of eco-friendly consumers. Taking into account ever-growing environmental concerns and preoccupations, the article under consideration focuses on the study of the phenomenon of persuasion on the material of eco-friendly advertising samples. The article has two main aims: firstly, to clarify the notions of speech influence and persuasion through the prism of modern linguistic theories and secondly, to identify communicative strategies and tactics of persuasion used in advertising of eco-friendly products. The content, lexico-semantic and interpretative methods of linguistic research provided the basis for practical linguistic analysis. As the result of comprehensive analysis the following strategies of persuasion are deciphered and investigated: the strategy of attracting attention, the strategy of creating positive image, the strategy of evaluation, the strategy of intimization. In addition to this, communicative tactics and techniques implemented to realize specific strategies of persuasion are also identified within the framework of the research. The results of the present investigation are used to verify the previous theories regarding communicative strategies and tactics of speech influence and persuasion.

Key words: speech influence, persuasion, advertising discourse, advertising of ecofriendly products, communicative strategy, communicative tactic.


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