Išraiškinių šūkių „mūšis“: kaip reklamos kalba paveikia mūsų emocijas?
“Battle” of Expressive Slogans: How Does Advertising Language Affect our Emotions?

Summary/Abstract: The article examines the psycholinguistic factors involved in the impact of advertising on recipients’ mass consciousness. In particular, it looks at the various techniques and technologies used in advertising to generate interest in the advertised product. Using the example of Ukrainian brand nominations and their slogans, the ’correct’ attitudes deliberately repeated in advertising are identified. Particular emphasis is placed on the linguistic expressions used in advertising slogans and texts, as competition between brands often manifests as a ’battle’ of expressive means that affect buyers’ emotions. The study also addresses the issue of ’online advertising security’ (Sadeghpour & Vlajic, 2021; Pooranian et al., 2021), examining the mechanisms of emotional impact on recipients of virtual advertising and the placement of potentially successful slogans on city boards. The article also draws parallels with Lithuanian advertising that is oriented towards the nation, the language of which affects consumers’ emotions.

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