Representation of the manipulative strategy in German advertising discourse of OTC drugs

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Doklady Bashkirskogo Universiteta. 2020. Volume 5. No. 3. pp. 211-216.

Authors

Minlibaeva E. R.*
Bashkir State University
32 Zaki Validi Street, 450076 Ufa, Republic of Bashkortostan, Russia

Abstract

The article is devoted to the consideration of the concepts of a manipulative strategy and ways of its actualization in advertising medical discourse. On the basis of the analysis of the print advertising examples in German magazines, the methods of its representation using various linguistic and non-linguistic means are viewed. Non-linguistic means are presented in the form of colours, fonts and images. Manipulative goals are also realized with the help of a wide range of expressive means at all language levels, in particular, at the linguostylistic level.

Keywords

  • advertising medical discourse
  • manipulative strategy
  • OTC drug
  • linguistic and non-linguistic means
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