POLITICAL SLOGANS: CORE CHARACTERISTICS AND SPECIFICITY

Anastasia Kovalevska

doi:10.23856/4006

Anastasia Kovalevska Odessa Regional Institute for Public Administration of the National Academy for Public Administration under the President of Ukraine http://orcid.org/0000-0002-1031-5546

Słowa kluczowe: political advertisement, political slogan, suggestion, Neurolinguistic Programming, Suggestive Linguistics, media, state information policy

Abstrakt

The article is dedicated highlighting the peculiarities of the political slogan as one of the basic advertisement campaign components which embodies the total pool of the ideas of the whole advertisement campaign. and outlining the general, special and influential peculiarities of the political slogan as a potentially influential text, because of immanent suggesogeneousness being its functional characteristic. The particular specific differences of a political slogan from a commercial one according such characteristics as continuity and frequency of operation, specificity, differentiation, and audience coverage are outlined, temporal limitation of the political advertisement due to the fact that the political advertisement’s validity is regulated legislatively, especially emphasized. The linguistic characteristics of political slogans, being an element of a larger political texts array, are highlighted, and the general recommendations as to how to reach top efficiency of a political slogan are provided, including one concerning taking the mental characteristics of the potential recipients into account when formulating the political campaign, slogan being its core element.

Wykaz bibliografii

1. Cherepanova, Irina (2002). Zagovor naroda. Kak sozdat' sil'nyj politicheskij tekst [Conspiracy of the people. How to create a strong political text]. Moscow: KSP+. [in Russian].
2. Dobrovich, A. (1996) Obshhenie: nauka i iskusstvo [Communication: Science and Art] Мoscow: AOZT “Jauza” [in Russian].
3. Feofanov, Oleg (2003). Reklama: Novye tehnologii v Rossii [Advertising: New technologies in Russia]. SPb.: Piter [in Russian].
4. Kovalevska T. Yu. (2001). Komunikatyvni aspekty neirolinhvistychnoho prohramuvannia : Monohrafiia [Communicative aspects of neurolinguistic programming: Monograph]. Odessa: Astroprint. 344 p. [in Ukrainian].
5. Kozlovska, Larysa & Tereshchenko Svitlana (2019). Lingual Technologies of Naming in Ukraine. Scientific Journal of Polonia University. Vol 34 (3). Czestochowa: “Educator” Publishing House of Polonia University. Pp. 47 – 55. [in English] DOI: http://dx.doi.org/10.23856/3405.
6. Morozova, Irina (1996). Slagaja slogany [Composing slogans]. Moskva: RIP-Holding. [in Russian].
7. Ozhevan, N. (nd) Jazyk politiki i jazykovaja politika: posttotalitarnye problemy preodolenija jetnojazykocentrizma [Language of Politics and Language Policy: Post-totalitarian Problems of Overcoming Ethno-linguocentrism] [Electronic resource]. Retrieved from http://www/niurr.gov.ua. [in Russian].
8. Peters, T. W. (1994) Political Campaign Advertising. The practice of Political Communication. Englewood Cliffs, N.J.: Prentice Hall. Pp. 100 – 116. [in English].
9. Pocheptsov, Georgij (2001). Teorija kommunikacii [Communication theory]. Moskva: “Refl-Buk”. [in Russian].
10. Psikhologiya v reklame / Pod red. Kandidata psikhologicheskikh nauk P.K. Vlasova / 2-e izdanie, dopolnennoe, pererabotannoe, ispravlennoe (2007) [Psychology in Advertising / Ed. by PhD in Psychology P.K. Vlasova / 2nd edition, supplemented, revised, revised. Khar'kov: Izd-vo Gumanitarnyy tsentr. 320 p. [in Russian].
11. Shejgal, E. I. (2004) Semiotika politicheskogo diskursa [Semiotics of Political Discourse]. Moscow: ITDGK “Gnozis” [in Russian].
12. Shamsollahi, A., Amirshahi, M., Ghaffari, F. (2017). Brand name recall: A study of the effects of word types, processing, and involvement levels. Journal of Marketing Communications, 23 (3), Pp. 240 – 259. DOI: 10.1080/13527266.2014.930068. [in English].
13. Tsvetaeva, Olena & Prishchepa, Tetiana (2020). Sports Idioms in Everyday Social and Political Language. Scientific Journal of Polonia University. Vol 38 (1). Czestochowa: “Educator” Publishing House of Polonia University. Pp. 102 – 109. [in English] DOI: https://doi.org/10.23856/3854.
14. Tepla, O. (2012). Linguistic conception of commercial nomination coining. Bulletin of Alfred Nobel University. Series: Philology, 1(3), 192 – 195. [in Ukrainian].
15. Yassin, Mohamed Ali Abdel (2020). Factors of a Healthy Way of Life of Ukrainian Schoolchildren in Institution of General Secondary Education. Scientific Journal of Polonia University. Vol 38 (1). Czestochowa: “Educator” Publishing House of Polonia University. Pp. 117 – 126. [in English] DOI: https://doi.org/10.23856/3856