←2020. – Vol. 17
Anastasiia О. Devos
PhD., Associate Professor
Borys Grinchenko Kyiv University
The article is devoted to the study of modern social advertising as a special type of advertising discourse. The article considers the semantic and conceptual features of the construction of advertising slogans and analyzes the functions of the advertising slogan in the context of its positive impact on potential audience. The slogans of social advertising were divided into six subgroups and the structural, pragmatic, conceptual and semantic features of the units belonging to each subgroup were analyzed.
The concepts of French social advertising are mainly centered around two general categories: “threat” and “protection”. The vast majority of advertising slogans are built in such way as to make people think about the imaginary threat and make them think about possible options for protection against it. Basing on the bipolarity of these two conceptual circles, we analyzed the lexical and semantic structure of social advertising slogans and demonstrated which semes are mainly used to achieve the maximum effect on the potential audience. Based on the study of semantic and conceptual features of French social advertising, we concluded that the concept of THREAT in French social advertising is transmitted by the following lexemes and phrases: “illness”, “suffering”, “limited physical and social capabilities”, “disability”, “inability to enjoy life”, “death”. And the concept of PROTECTION is represented by the units “tolerance”, “equality”, “gender equality” and “non-discrimination”.
Key words: advertising discourse, concept, lexeme, semantics, social advertising.
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