TRANSLATING MANIPULATIVE TECHNIQUES IN ENGLISH ADVERTISING: A CASE STUDY OF FOOD AND BEVERAGE ADVERTISING

A. Shumenko,

ORCID ID: 0000-0002-7846-1937

Ph.D. in Philology, Associate Professor,

Sumy State University

Yu. V.Nykonenko, ulijcezar237@gmail.com

Master’s student,

Sumy State University

DOI: https://doi.org/10.17721/StudLing2024.25.186-195

PDF (UKRAINIAN)

ABSTRACT

The article is dedicated to examining manipulative techniques and their translation used in English-language advertising for food and beverages. In today’s world, mass communication evolves rapidly, becoming a powerful tool for influencing audiences. The authors view manipulation as a form of psychological influence that prompts consumers to take actions that may not align with their genuine desires. They trace how advertising discourse employs stylistic devices to build brand loyalty, create associations, and boost consumer demand. The article analyzes numerous linguistic tools with manipulative effects, such as epithets, hyperboles, litotes, euphemisms, rhetorical questions, and “weasel words.” Additionally, it discusses the significance of phonetic devices, such as alliteration, assonance, and rhyme, which help make advertising messages more memorable. The article provides examples of slogans from well-known brands (McDonald’s, Pringles, Pepsi, Coca-Cola) that successfully incorporate these devices, using impactful slogans like “Once you pop, you can’t stop” or “Take a bite & win a flight.” The research shows that the grammatical structure of advertising texts tends to favor imperative sentences, creating a direct appeal to consumers and motivating them to make a purchase. Phonetic techniques, such as rhyme and onomatopoeia, greatly enhance the impact of advertising, making messages more vivid and memorable. The article also considers the effectiveness of combining various manipulative techniques to achieve advertising goals. Understanding these techniques can serve as a tool for critical analysis of advertising content, helping consumers develop an informed attitude toward advertising messages.

Key words: advertising, manipulation, product, linguistic means, means of influence.

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