Linguistic Markers of Emotion in Russian Television Advertising of Food Products

The article examines emotional evaluation in Russian television advertising. Advertising texts are characterized by persuasiveness, and evaluation plays a significant role in motivating the target audience to purchase the advertised product. From the perspective of the nature of impact, evaluation can be divided into rational and emotional. Television advertising constitutes a multilevel structure in which diverse linguistic means are combined with non-verbal components to exert persuasive influence on the addressee. The relevance of this study is determined by the complexity of the category of emotional evaluation and the growing scholarly interest in the macrostructure of television advertising texts. The aim of the study is to identify linguistic markers of emotional evaluation in television advertising of food products. The object of the research is the category of emotional evaluation in advertising discourse, while the subject of the research is the linguistic markers of emotional evaluation in Russian television advertising. The study employs inductive–deductive methods and linguopragmatic analysis to describe the ways emotional evaluation is expressed in Russian television food advertising. The novelty of the research lies in a systematic description of linguistic markers of emotional evaluation within the television advertising text as a multilevel structure. The findings may be applied in studies of advertising discourse, linguopragmatics, and the theory of speech influence. The analysis demonstrates that emotional evaluation in advertising discourse is oriented toward reducing rational critical perception and enhancing emotional impact on the addressee. It is established that emotional evaluation in Russian television advertising is realized through two main types of means. The first type involves the use of speech stimuli, including exclamatory constructions and intensification devices. The second type is based on the subjectivity of evaluative semantics and comprises three mechanisms of evaluative functioning: (a) unmotivated general evaluative statements; (b) specific evaluative statements functioning independently of extended general evaluation and not performing a motivating function; and (c) evaluative statements accompanied by emotional argumentation. In television advertising texts, the interaction between emotional evaluation and non-verbal components further enhances emotional influence on the addressee.