Linguistic aspects of social advertising optimisation as a type of mass communication

The purpose of the study is to outline the factors, based on the analysis of Ukrainian-language social advertising texts, the consideration of which will contribute to increasing the impact of social advertising on the audience. The research methodology is based on the use of a functional method, which made it possible to outline the importance of social advertising in ensuring the stable development of civil society; methods of analysis and synthesis – in order to identify the role of speech media in socio-advertising communication; the generalisation method – in order to record the general features of social advertising texts and, based on them, to determine the lexical-semantic and stylistic techniques that exert the influence predicted by the advertiser on the audience. The scientific novelty of the article lies in the fact that it highlights and argues the speech components that affect the effectiveness of social advertising as a tool that allows you to direct the attention of society to important problems and adjust its actions in solving them. Conclusions. Social advertising as an important component of mass communication requires its own approach (different from other types of advertising) to the structuring of texts, which is due to its pragmatic goal – to form public opinion on various issues relevant to society. It is important to form the texts of social advertising in accordance with the linguistic mentality of the recipients, their psycho-emotional experience and expectations. The objects for the pragmatic influence of social advertising texts are primarily the subconscious states of a person, their deep needs, the change of which becomes a driving force for actions – conscious reactions. Reference to the opinion of an authoritative person; tolerant coverage of discussed topics; brevity, capacity, and comprehensibility of the text of the appeal; appropriate use of the lexical-grammatical and stylistic arsenal of the language: parts of speech and their forms, thematically marked, related lexemes, synonyms, antonyms, as well as metaphors, comparisons, repetitions, wordplay – taking into account these aspects when structuring social advertising texts will contribute to the optimisation of this type of mass communication, increasing its effectiveness

mass communication; social advertising texts; national linguistic mentality; pragmalinguistic influence; manipulation; consciousness; subconsciousness; lexic