Forms of manipulation in the discourse of social advertising

¹ Kaliningrad Branch of the Saint Petersburg University of the Ministry of Internal Affairs of the Russian Federation, Department of Socio-Economic and Humanitarian Disciplines, Kaliningrad, Russia
² Volgograd State University, Department of Russian Philology and Journalism, Volgograd, Russia
³ Haifa, Israel

^* Corresponding author: atvritor@yandex.ru

Abstract

The article examines the specifics of using manipulation techniques in the discourse of social advertising. It is proposed to refer to manipulation the methods of distorting the linguistic picture of the addressee’s world with the help of the possibilities provided by linguistic mechanisms. The research material was 12,000 posters collected by the continuous sampling method from various media banks on the Internet. The authors refer to the most frequent manipulation techniques, objectively inherent in the discourse of social advertising, the distortions in the intensity of promoting ideas in the public consciousness, and the use of pseudo-rational arguments. The presence of these manipulation techniques is due to the fact that social advertising posters are produced most often by public funds that seek to promote only the ideas that are close to them. A situation arises when not those values that are more important for society are more actively promoted, but those that have material support from funds. The ideas promoted by different funds may conflict with each other and with the traditional values of the nation. In this “war of ideas”, two situations should be distinguished: 1) advertising encroaches on the values, which are traditionally recognized as important and promoted by state advertising (for example, for same-sex marriage, against vaccinations, etc.). 2) advertising raises questions regarding the settlement of relationships between people. Usually, such relationships have many options, so it is impossible to establish clear boundaries of a positive or negative attitude towards an object. Different funds interpret such situations in various ways in accordance with their ideology. Another active form of manipulation is the use of various forms of statistics that cannot be verified and which do not have any authoritative source behind them.