KEY WORDS OF ADVERTISING TEXTS AS THE IMMANENT WAREHOUSE OF SUGESTIVE ADVERTISING DISCOURSE

Abstract

The article is devoted to the analysis of keywords of commercial advertising as markers of speech influence. Some linguistic features of the fixed keywords are characterized, with the help of the technologies of neurolinguistic programming, their suggestogenic nature and distribution by lexico-semantic groups are explained. A number of linguistic features of the fixed keywords are highlighted, their neurolinguistic programming (NLP) technologies reveal their predestined nature.
In the article suggestive markers of lexical semantic level of Ukranian-language commercial advertisement are analysed. Quantitative indices of such units are established, their neuropsycholinguistic nature is explained. The functional role in designing of suggestive discourses is defined, stages of origin and formation of a communicative suggestion are described. The concept of a speech suggestion is detailed, approaches to its understanding and qualification of the main components are systematized. Be guided by classical and creative methods of the linguistic analysis (Milton model, predicate markers of the NLP) during the work the array of keywords and neurolinguistic markers is grouped. Relevant lexical semantic groups of speech suggestogen which maximize the corresponding communicative effect of such messages are emphasized. In the article we rely on the postulates of suggestive linguistics but the main methodological apparatus are the ideas and tools of neurolinguistic programming.
Consequently, the complexity of SI as an object of study, its multidimensional nature and the practical absence of relevant and effective research methods predetermine the urgent need for further investigation and scientific qualification of this phenomenon.