Specificity of manipulative method of use the interest to additional information in the advertising discourse (in the section “Order of things” of the “Story” magazine)

Abstract

The paper deals with the analysis of the manipulative strategy, communication tactics and the concrete methods of their realization in advertising discourse. The author considers two stages of these manipulative tactics and shows their specific role in the concrete texts. Tactic of manipulative representation of information and tactic of manipulation from the feeling are considered. The author analyses the variety of the information manipulative representation tactic — method of use the interest to additional information in the advertising texts. The method is based on the drawing attention to beginning of the promotional article. The beginning of the advertising article reports interesting information. This part of the article has storyline or development of the plot, similar to a popular scientific, journalistic or entertaining narrative. Therefore, this method may be named as the method of fictionalizing of advertising information. The author investigates this manipulative method and describes its specific characteristics. 7 types (manipulative conversational turns) of manipulative method of use the interest to additional information are considered: factual manipulative turn, thematic manipulative turn, associative manipulative turn, detailing manipulative turn, historic manipulative turn, historic and linguistic manipulative turn, mythical manipulative turn. The author concludes the storyline and the development of the plot are indispensable, obligatory and specific part of such advertising text. It makes read the advertising texts to the end. The method of fictionalizing of advertising information is embodied to be translated into the set of language and composition means — same words and syntactic constructions.