LANGUAGE TOLERANCE AND PLAY ON WORDS IN MODERN POLITICAL ADVERTISING

Abstract

The features of linguistic tolerance and the “play on words” in contemporary political advertising are explored in the article. Different interpretations of the tolerance concept are considered. The issue of tolerance-intolerance is updated. The concept of “communicative tolerance” is outlined and its necessity in the field of political advertising is clarified. Correct forms and means of political advertising are highlighted.
The own communication space of the party HOLOS (translated as Voice) was identified, the communication of the ES (translated as European Solidarity) political party in the election campaign 2019 was analyzed.
On the basis of posts in social networks there are revealed the tolerant forms of appeal, the questions, the deminitivs, that perform an emotional and evaluative function. The role of exclamatory, ninterrogative sentences in political advertising is investigated. The list of complementary statements, statements addressed to the voter and some instruments of self-presentation are highlighted. Two types of complimentary statements are qualified: those that convey a positive overall value and those with a metaphorized value.
Complementary statements have been found to include those expressing the sender’s need for the addressee.
A number of statements with an emotional tone have been identified. It has been found the usage of appeals with formulas which provoke the voter to act emotionally.
The “play on words” as the tools for influencing on the recipient are explored. Emotional-evaluative vocabulary is analyzed, which expresses approval, criticism, sympathy and metaphors, through which the text receives originality. It’s found out that repeated rhetorical questions and appeals do stimulate communication. There are analyzed the lexems which are metaphorized in many combinations and receive new meaning.
Political advertising highlights vocabulary, semantics, and phonetic-graphic ways of playing on words. An example of a phonetic-graphical language play is the use of the root “HOLOS” in many lexems. As an example of a lexical-semantic way of conducting a language game is the campaign “to take the Council under control” (“take into the arms”).
The “play on words” is an example of constructive communication in political advertising, an alternative to anti-advertising. This is an example of a tolerant dialogue with a voter.