Linguistic Means of Expressing Persuasiveness in Russian and German Social Advertising

Aim. To make a comparative analysis of the linguistic means which serve to express persuasiveness in social advertising of the Russian-language and German-language media discourse, and to identify their intercultural differences.Methodology. In the paper the linguocultural approach, continuous sampling that is supplemented by component analysis, contextual analysis, and generalization methods are used. Results. The research has identified both the complexity that occurs in the usage of linguistic means that serve for expressing persuasiveness and the determinacy of the cultural environment, which is closely connected with changes in society. It was revealed that the semantic meaning of social advertising begins to form in the slogan, and visualization only gives it clarity and increases the effectiveness of the advertising campaign. The presence of two different global lines of implementing social advertising, psycholinguistic and linguistic has been found. It was proven that Russian-language advertising is focused presumably on psycholinguistic aspect, and German-language advertising – on linguistic techniques which influence the mental sphere of the target audience.Research implications. The results of the present paper help improve the ability to maintain successful dialogue of cultures made by representatives of various linguistic communities and contribute to further understanding of the mechanisms which serve to implement persuasiveness in social advertising of intercultural media discourse. An emphasis on identifying linguacultural oppositions in social advertising related to different methods of actualizing persuasiveness is the prospect of the further study.