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6<br />
ÓÄÊ 007 : 304 : 659 : 323. 232<br />
ÌÅIJÀ-ÐÅÊËÀÌÀ ÒÀ PR<br />
Íàòàëÿ Êóòóçà<br />
<br />
ÏÎ˲ÒÈ×ÍÀ ÀÍÒÈÐÅÊËÀÌÀ: ÂÏËÈÂÎÂÈÉ ÀÑÏÅÊÒ<br />
Ñòàòòþ ïðèñâÿ÷åíî ïîë³òè÷í³é àíòèðåêëàì³: âèîêðåìëåíî íàé÷àñòîòí³ø³<br />
ìàí³ïóëÿòèâí³ ïðèéîìè òà ³íòåíñèô³êàòîðè ñóãåñòèâíîãî âïëèâó. Íàãîëîøåíî<br />
íà ñêîíäåíñîâàíîñò³ öèõ çàñîá³â ó ìåæàõ îäíîãî ïîâ³äîìëåííÿ ç ìåòîþ<br />
ìàêñèìàëüíîãî íàâ³þâàëüíîãî âïëèâó.<br />
Êëþ÷îâ³ ñëîâà: âïëèâ, ìàí³ïóëÿö³ÿ, ïîë³òè÷íà àíòèðåêëàìà, ñëîãàí,<br />
òðàíñôîðìàö³ÿ.<br />
Ñòàòüÿ ïîñâÿùåíà ïîëèòè÷åñêîé àíòèðåêëàìå: âûÿâëåíû ÷àñòîòíûå<br />
ìàíèïóëÿòèâíûå ïðè¸ìû è èíòåíñèôèêàòîðû ñóããåñòèâíîãî âîçäåéñòâèÿ.<br />
Àêöåíòèðîâàíî íà ñêîíäåíñèðîâàííîñòè ýòèõ ñïîñîáîâ â îäíîì ñîîáùåíèè<br />
ñ öåëüþ ìàêñèìàëüíîãî ñóããåñòèâíîãî âîçäåéñòâèÿ.<br />
Êëþ÷åâûå ñëîâà: âîçäåéñòâèå, ìàíèïóëÿöèÿ, ïîëèòè÷åñêàÿ àíòèðåêëàìà,<br />
ñëîãàí, òðàíñôîðìàöèÿ.<br />
The article is devoted to the politic anti-advertisement: frequent manipulative<br />
methods and influential suggestive intensifiers are revealed. The author emphasizes<br />
the fact that these methods are condensed in one message in order to cause maximal<br />
suggestive influence.<br />
Key words: influence, manipulation, politic anti-advertisement, slogan, transformation.<br />
Óêðà¿íà ïåðåáóâຠâ ïåðìàíåíòíîìó ñòàí³ âèáîð³â, òîìó ç êîæíèì<br />
ðîêîì åëåêòîðàò âñå ìåíøå ðåàãóº íà ïîë³òè÷íó ðåêëàìó. ×åðåç öå ðåêëàì³ñòè<br />
ïðàãíóòü â³äíàéòè çàñîáè íàéåôåêòèâí³øîãî âïëèâó íà âèáîðö³â.<br />
Ìîæåìî â³äçíà÷èòè äâà ÷èííèêè, ÿê³ â³äð³çíÿëè âèáîðè íà<br />
ïîñàäó Ïðåçèäåíòà Óêðà¿íè â 2009–2010 ðð.: àêòèâíå âèêîðèñòàííÿ<br />
ñîö³àëüíî¿ ðåêëàìè ÿê çàñîáó ïîë³òè÷íîãî PR (äåòàëüí³øå äèâ. [7]),<br />
ùî õàðàêòåðèçóâàëîñÿ ò. çâ. «â³éíîþ çàéìåííèê³â» (Ò³ëüêè â³í ã³äíèé<br />
áóòè Ïðåçèäåíòîì; Âîíà ïðàöþº), ïîÿñíþâàíîþ òèì, ùî ñîö³àëüíà<br />
© Íàòàëÿ Êóòóçà, 2010
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