Pragmatic Features of English Ecological Advertisement

Abstract

This article is devoted to the study of English ecological advertisement within the cognitive and discursive paradigm. The relevance of the study is due to the close attention of the whole world to environmental problems and the search for their solutions through the formation of the ecological consciousness of the population. One of the ways to influence the behavior of society is social advertising. The purpose of the article is to identify ways to implement the pragmatic setting of the English ecological advertisement texts. The article was carried out within the framework of an interdisciplinary approach using the methods of discursive, contextual and semantic analysis, elements of interpretation. The material of the study is the English texts of banner and video advertisements posted on the Internet on the sites “Greenpeace”, “World Wide Fund for Nature” in the amount of 202 examples. The authors of the article believe that the main strategies implemented in English ecological advertisement are the strategy of managing the criticality of perception and the frustration strategy. The cognitive and discursive model of ecological advertisement will include obligatory participants, i.e. the subject (on whose behalf the material is presented), the subject (explicated along with the person through the personification of the animal and the object), the object (the current problematic environmental topics) and the predicate. The type of informing as an optional member of the cognitive and discursive model in ecological advertisement allows you to convey to the addressee information about the current environmental situation, a message about an interesting fact, environmental forecasting. According to the authors, the characteristic linguistic means presented in environmental advertising are wordplay, rhyme, symbolism of color terms, and allusions. These tools, combined with audiovisual effects, make ecological advertisement memorable and have the right impact on the addressee.