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The specifics of the implementation of manipulative strategies in multimodal euphemistic complexes (based on English-language Internet advertising)
https://doi.org/10.28995/2686-7249-2025-3-186-193
Abstract
The article deals with the study of conceptual prerequisites for the formation of manipulative strategies in English-language online advertising of alcoholic drinks. It is revealed that in many cases, advertising posters for alcoholic beverages are linguistic and visual complexes that implement a certain euphemistic strategy of influencing the target audience. We believe that multimodal Internet posters can be viewed as a euphemistic frame constructed on the basis of a specific conceptual model that combines variable and constant elements of the frame into a single whole. At the present stage of the study, it can be argued that conceptual metonymy can be considered the leading conceptual model which in a significant number of cases is actualized both at the linguistic and graphic levels. Two-stage implementation of conceptual metonymy allows presenting the advertised product in the most favorable and attractive light, forming a euphemistic message of the entire frame.
About the Authors
L. V. PorokhnitskayaRussian Federation
Lydia V. Porokhnitskaya - Dr. of Sci. (Philology), associate professor, Moscow State Linguistic University.
38, Ostozhenka St., Moscow, 119034
M. O. Chyrvonaya
Russian Federation
Maria O. Chyrvonaya.
38, Ostozhenka St., Moscow, 119034
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Supplementary files
For citation: Porokhnitskaya L.V., Chyrvonaya M.O. The specifics of the implementation of manipulative strategies in multimodal euphemistic complexes (based on English-language Internet advertising). RSUH/RGGU Bulletin: “Literary Teory. Linguistics. Cultural Studies”, Series. 2025;(3):186-193. https://doi.org/10.28995/2686-7249-2025-3-186-193
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