Linguocognitive mechanisms of persuasiveness in automotive advertising discourse (based on the material of the Russian and English languages)

The subject of the study is the linguocognitive mechanisms and strategies for implementing the category of persuasion in the space of contemporary automotive advertising discourse. The object of the study consists of multimodal (polycoded) texts – videos, internet banners, and advertising modules on automotive themes in Russian and English. The author examines various aspects of the topic in detail, such as the interaction between verbal and iconic (visual) codes in the process of creating a persuasive impact on the addressee. Special attention is paid to identifying national and cultural specifics: it analyzes how the core cultural values of Russia (collectivism, patriotism) and the USA (individualism, pragmatism) determine the choice of linguistic means and visual images. The article also explores the role of extralinguistic factors and pragmatic settings that influence the architecture of advertising messages in the context of digital communication. Automotive advertising is viewed as a distinct genre of institutional discourse, characterized by high semiotic density. The methodological framework of the study combines a descriptive method for inventorying linguistic means, discourse analysis for revealing socio-cultural context, semantic-stylistic analysis, as well as multimodal analysis (according to G. Kress and T. van Leeuwen) aimed at studying the synergy of verbal and non-verbal components of the text. The scientific novelty of the study lies in establishing a direct correlation between the type of multimodal interaction and the axiological dominants of linguoculture. It has been proven that persuasive strategies in the analyzed discourses are polar. In the Russian-language segment, the strategy of identification ("native," "familiar") predominates, implemented through appeals to concepts of collective memory and emotionally evaluative vocabulary; the visual array here serves as a semantic modifier, creating a cultural-symbolic context. In the English-language (American) discourse, the strategies of uniqueness and factuality prevail, relying on rational argumentation, linguistic play, and nominative style; the visual component primarily carries a denotative load, serving as proof of technical specifications. It is concluded that the effectiveness of advertising impact depends on the congruence of the codes used with the basic mental scenarios of the audience: "integration/overcoming" for the Russian model and "individual success/benefit" for the American one.