Parshuk N. Verbalization of the inducement intention in Russian advertising text

The thesis is devoted to studying verbal and nonverbal means of influencing the consumer's consciousness with the purpose of inducing him to make a purchase in Russian advertising texts. The analysis of pre-revolutionary, Soviet and modern printed foodstuff advertisements revealed the tendencies of Russian advertising text development, the influence of extralinguistic factors on the advertising text structure and vocabulary in the course of history, the influence potential of the advertising message's structural elements on the recipient's consciousness. The results of the research also allowed the elaboration of the linguistic-semiotic model of the evolution of Russian advertising texts. The paper analyzes the features of different advertising text levels, reveals the generic and distinctive features of these levels within the three historical periods, ascertains the role of the nonverbal component of the advertising text in influencing the recipient's consciousness and subconsciousness. The results of the research prove, firstly, that the advert had been formed as a specific genre of mass media text, secondly, that the semantic load of the verbal component has essentially increased through reduction of sentence and text length and also through the change of the advertising message function - from informative to influential and, eventually, to the function of suggestion. Advertising experts of the three historical periods resorted to different means in realizing the inducement intention, using an ever expanding spectrum of both verbal and nonverbal means of influence on the consumer's consciousness. On the whole, the intention of inducement to make a purchase modified from open appeals to latent forms of suggestion.