Модель мовної особистості в українськомовній рекламі ХХІ століт
Model of linguistic identity of the Ukrainian advertising of the XXI century

Summary/Abstract: The article deals with content, scope and structure of the “linguistic identity” concept and describes two types of identity patterns used in modern Ukrainian advertising language. Purpose is the examination and analysis of the content, roles, and reasons for the use of specifi c verbal components which are nominated by the models of linguistic identity. Also, the purpose is to analyze the infl uence of these components on intercultural communication processes as signifi cant elements belonging to a nation and culture. The article focuses on the most popular and effective manipulative techniques of modern Ukrainian advertising. Methods combine general scientifi c approaches that are inductive and deductive as well as the method of interdisciplinary study. Results. Ukrainian advertising language involves a lot of status, role and personal qualities. It’s driven by goals of further structuring and operation of linguistic identity models. Among the most used models are “mediator-leading” and “Ukrainian-Cossack” man characters. It is also desirable to pay attention to a number of comic and fantastic, male and female and other characters that shape images of modern advertising. The image of man in all its language manifestations makes it possible to identify the main trends of society, language and culture. Ukraine and Ukrainians are not exception.

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