Provocation in advertising communications

 

PROVOCATION IN ADVERTISING COMMUNICATION

The author examines provocative discourse as a special type of intentional discourse and defines provocation as the infection of the interlocutor by the speaker's real or imaginary (skillfully simulated) intentional state. Mass communication texts served as the material for the analysis, with the research corpus consisting of headlines from direct mail advertising. The scholar identifies two basic provocative genre strategies—confessions and concerns—each of which includes, as identifiable elements, the provocative genres of confession, introduction, maxim, demonstrative, complaint, professoreme, advice, lecture, reproach, and provocative question. This article presents a description of complex and elementary provocative genres as an integral part of the communicative competence of a modern mass communication specialist.

Keywords: Provocation, manipulation, provocative discourse, provocative genre, provocative strategy

 

V. Stepanov

PROVOKING IN ADVERTISING

The author explores provocative genres of speech in texts of mass communication as a way of presenting pragmatic information, and considers characteristics of different provocative strategies, such as confession and care in modern media and advertisement texts. The research is based on the data of three contemporary European languages. Skills of provocation are described as a part of communicative competence of mass communication specialists. The skills comprise not only knowledge and feeling of the “live material” of language in general, but also constant monitoring of sense dynamics in phrases, interconnections of verbal and visual codes in texts.

Keywords: provocation, manipulation, provocative discourse, provocative genres, genre-related strategies

 

All the variety of information circulating through communication channels is usually divided into two classes: on the one hand, subject-logical (factual) information, and on the other hand, pragmatic information (evaluative, subjective, related to the situation and participants in communication).

The object of the study was pragmatic information, which is based on the intention of implied meaning, the hidden intention of the addresser.

The subject of the study is special, provocative, speech genres, considered as tools for presenting pragmatic information, their system and typology.

To clarify the object of our study, it should be noted that we were interested in provocation as an element of influential communication, or influx [8], and the generic mechanism of manipulation. In this work, provocation refers to typically unconscious, symbolic (verbal) actions that demonstrate the real or skillfully simulated psychological (internal) state of the addresser and evoke a similar state in the addressee.

Analysis of mass communication texts allows us to reconstruct the basic psychological mechanisms and functions of provocation.

The basis of provocation is communicative activity, which involves the interaction of communicants (the provocateur and the provoked) and their presentation of their «inner world».

The provoking functions include the following:

1. the regulatory-communicative function is manifested in the mutual regulation and correction of the behavior of communicants;
2. The affective-communicative function determines the expression and change of the emotional state of the addressee.

The following are psychological mechanisms of provocation:

1. demonstration and retransmission of a real or simulated state of the provocateur;
2. localization of the provocative intention of the addresser in the symbolic form of speech signs;
3. permutation (Melnikov 1969) of the intentional state of the provoked and the induction (one’s own provocation) of a state similar to that demonstrated by the addresser.

Provocation is intuitive in nature, based on the past social personal experience of a person (the provocateur) and represents behavior in accordance with the mental record of actions internalized in the process of socialization, which have received a symbolic function and the ability to be embodied in the form of certain linguistic entities.

In accordance with the classification proposed by Yu. B. Gippenreiter [1], provocation should be classified as a secondary automatism, which is a mental and speech skill that has passed through several stages: the first stage is an unconscious attitude, the second stage is actually an activity with an exit to the level of awareness, and the third stage is the loss of awareness and the acquisition of the status of an automated action [Ibid., pp. 67-98].

A complex genre formation in the totality of elementary and complex speech genres expressing the provocative intention of the addresser to correct the intentional state and communicative activity of the provoked and to evoke in him the demonstrated provocative state, which does not correspond to the actual state of the recipient of the provocation, is called «provocative discourse» [12; 13].

A speech genre is a typical textual organization through which people form (create) and convey their own life experiences of communication within a given linguistic community and perceive the experience of others. Speech genre is the sole form of language existence, the fundamental unit of language acquisition, and the "verbal formulation of a typical situation of social interaction between people" [9, p. 115]. It is the primary form of verbal communication and the organization of individual consciousness; according to K.F. Sedov, "speech thinking has a fundamentally genre-based nature" [10, p. 41].

Speech genres within provocative discourse fall within the realm of indirect communication and are called provocative genres. These speech genres, in combination with their linguistic, stylistic, and communicative features, regularly evoke predictable (desired) psychological reactions and mental states in the recipient, similar to those demonstrated by the provocateur. This suggests the existence of a special kind of goal that corresponds to the provocateur's intended meaning and represents their internal (emotional) state, relaying it to the interlocutor and thereby infecting the addressee (the provoked), influencing their emotional and cognitive mental spheres. The content of provocative genres is an indirect message about the speaker's real or simulated internal state. The exchange of information in such communication is indirect, designed to elicit an emotional response, and has a predictable and even programmable communicative effect.

The nomenclature of provocative genres consists of ten elementary speech genres consisting of two basic strategies, which, in our opinion, have a universal character: the first strategy is recognition, the second strategy is care.

The provocative strategy of confession conveys information about the provocateur's internal (intentional) state, with the goal of demonstrating a psychological state of openness and confessionality. This emphasis is on the recipient's sphere.

The complex nature of the provocative genre of confession is presented in the structure of elementary provocative genres – confession, complaint, maxim, demonstrative, presentation, profession.

As linguistic features of the provocative genre of confession, one should point out the personal forms of the verb in combination with actually present or implied first-person pronouns (I, we).

The content of the provocative genre of confession is a frank message about the internal (intentional) state of the provocateur, for example:

- his emotional state (1):

(1) Valentin, we love you! ??? Get the 3rd item in your order FREE! WILDBERRIES

- description of his actions (2):

(2) Preparing the "Space Dessert" at the "Mili" restaurant«

- his intention (3; 4; 5; 6; 7):

(3) We're giving away an expensive book; hurry to get it for free! PROFESSIONALS.RU

(4) We're not kidding :) 20% discount on entertainment, restaurants, and food delivery. Biglion

(5) Valentin, we're giving you 2,000 rubles for shopping! WILDBERRIES

(6) You're special! We're giving away a promo code for a discount of up to 50%. Lamoda

— etiquette situations of phatic communication (7; 8):

(7) Sorry, we won't do this again! We're giving you 1,000 rubles to spend on your purchases! WILDBERRIES

(8) Valentin, congratulations! Your VIP status has been confirmed! (cf., "we have confirmed") WILDBERRIES

The description of a provocative situation can be convertive and thus emphasize the condition and status of the recipient (8; 9):

(9) Valentin, you are invited to a private sale! WILDBERRIES (cf., "we invite you").

The next elementary provocative genre is the complaint. This genre contains a message about the provocateur's internal state, which causes him pain, harm, and poses a threat (10):

(10) This heaviness in my stomach just won’t go away. («Activia»).

With the help of the provocative genre of the sentence, the generalized social experience of a person is expressed, and the universal nature of this experience is asserted:

(11) Recreation is available to everyone! See for yourself ? ? Biglion

The demo contains an indication of one or another component of the current communicative situation as a result or process of perception by the speaker:

(12) This is just space! L'Etoile

(13) This promotion is not available on the website! -30% for subscribers. Lamoda

(14) [this is] Almost free! DISCOUNTS up to 75%! Lamoda

(15) She's yours! Up to 70% off sneakers, trainers, and boots! Lamoda

(16) [It's] Almost Black Friday! ? WILDBERRIES

(17) Valentin, [this is] your access to the secret sale! ? Only a few hours! WILDBERRIES

(18) [this is] That very kick ☝ and a 50% discount in this letter. Biglion

(19) [it] It's started! ? Space days on the WB!?

The most typical demonstrative signs are words that belong to the class of egocentric words and are associated with the coordinates "I - here - now" [11, pp. 386-387]: demonstrative pronouns this, that (12; 13; 18); personal pronouns "I", "we", "you", "you", "he", "she", "they" (15); possessive pronouns; adverbs of time and place "now", "then", "there", "here", "today", "tomorrow"; articles (in foreign languages). These words can be omitted and are easily restored from the context (14; 16; 18; 19).

Within the framework of this provocative strategy of recognition, an elementary provocative genre of presentation is realized^[1], in which the provocateur names a third person (20; 22) or himself (21), indicating his first name, last name and most often his social status, using a personal pronoun (I), an indicative of the verb «to present» or impersonal constructions (my name is), for example:

(20) Valentin, INTRODUCING THE WINNER: The World's Best Airline. TripAdvisor

(21) I am a consultant for Faberlik («Faberlik»)

(22) Introducing the NEW Venus Passion® from Gillette (Venus. Gillette)

The prophetic seme is a «meaning-defining invariant unit of prophetic communication and facilitates the identification, distinction, and delimitation of forms of representation of prophetic meaning» [14, p. 11]. The prophetic seme, as a provocative genre, contains a forecast or prescription regarding a person’s behavior in the future and thus, to a certain extent, regulates the behavior of the person being provoked.

Predicted meanings in the profeseme are presented implicitly, not explicitly. The implicit nature of causation and prescription in relation to the behavior and actions of the provoked in the future can be represented in the profeseme in the form of a condensed proposition, which is presented externally through pronominalization (23); generalization (24), temporalization (25), and presupposition (26):

(23) Valentin, with these ['if you accept our proposals'] proposals you will immediately start packing your bags. Booking.com

(24) Valentin, it's time to change something ['if you need to change something in your life'], but don't know where to start? The answer is in the letter! Anna Matari

(25) Valentine, March 14 ['if you come on March 14'] You will learn the tasks of your Soul at an open meeting! Anna Matari

(26) Go for it! ['if you hurry'] You'll make it in time for a gift at SUNLIGHT!

In the provocative strategy of care, the speech genre of care of the same name has a fairly high provocativeness; this is a provocative genre in which the speaker emphasizes the addressee’s (counterparty’s) sphere; it is precisely this that acts as the subject of speech in the genres of this strategy of provocative behavior.

The nomenclature of the complex provocative genre of care consists of the following elementary genres: advice, question, lecture, reproach.

The elementary provocative genre of advice as part of a provocative care strategy contains a benevolent recommendation to the addressee regarding his behavior, individual actions, deeds, or relationships with others and the outside world.

The presuppositions of statements belonging to this genre indicate that following the recommendation is not mandatory, recognizing the addressee's right to make an independent decision. Common assumptions also include the idea that the provocateur offers advice entirely selflessly, or at least without any apparent benefit to themselves (this distinguishes advice from, for example, a request, in which the speaker demonstrates varying degrees of personal interest in the outcome, or an order). Distinctive linguistic features of this genre include its predominantly actional nature (27; 30; 31; 33; 34; 35) and the use of imperative verb forms (11; 28; 29; 32; 36; 41).

(27) Valentin, let's fly to a happy future! Anna Matari

(28) Take it all! Up to 70% + up to 40% extra. Lamoda

(29) DON'T DO THIS! WILDBERRIES

(30) Hooray, it's Friday?? Let's plan a weekend with a discount of up to 90%? Biglion

(31) Run for sneakers with a DISCOUNT of up to 60%? Lamoda

(32) Globus Shares | Respond with your heart!

(33) [Happy Relationships] Valentin, you still have time to join our meeting! Anna Matari

(34) Just don't panic! ?? There are still 4 hours! WILBERRIES

(35) Guys, hold on! ??? A discount will help! WILBERRIES

(36) Repeat after me: CLEARANCE, low to $3.99 Seasonal Clearance is ON! Newchic.com

The content of the elementary provocative genre of reproach is an explicitly (38; 40) or implicitly (37; 39) expressed negative assessment of the behavior or actions of the subject of speech:

(37) Hmm...No writing activity last week? Grammarly Insights

(38) And Seryozha overslept!.. WILDBERRIES

(39) Oops... You forgot something in your cart! SUNLIGHT

(40) You might have missed it. LiveJournal

In the form of a question, as a provocative genre included in the nomenclature of the provocative strategy of care, a statement of a different illocutionary nature and, accordingly, a different communicative content is hidden: an invitation to conversation, surprise, annoyance, irony, complaint, joy, sympathy, etc.

Interrogative intonation in oral speech and the corresponding final punctuation mark in written speech, as well as characteristic interrogative pronouns, act as linguistic features of this genre:

(41) Did you like it? Leave your review! WILDBERRIES

(42) Still undecided? Now's the time. TOM TAILOR

(43) Dreaming of the SEA? Let us make your dreams come true! Sunrise Tour

(44) Do you like secret places and routes? ? S7 Airlines

(45) Feeling blue today? Our hot sale $12.99 comfy flats have 10 colors. Newchic.com

Notation, as one of the elements of care, is a lecture containing the speaker's desire to draw the addressee's attention to a certain standard (within the framework of society or a particular situation) or desired behavior of the subject of speech (often a third person) - specific (46; 50), indefinite (49), or generalized (47; 48). The presupposition of statements of this type conceals a negative evaluation of the previous actions or the entire behavior of the recipient.

(46) WILDBERRIES IS STARTING A FASHION REBOOT!

(47) Everyone's talking about these hot new products!? WILDBERRIES

(48) ?? That's all everyone's talking about! ?? WILDBERRIES

(49) A man earned 670,820 in a month! PROFESSIONALS.RU

(50) LENTA recommends! ?

In the "Brief Handbook of the Russian Language" the linguistic phenomenon of competition is presented using the example of a particular case of competition of species, which is understood as "the use of correlative verbs of different grammatical species in the same context, when the species differences do not affect the general meaning of the utterance (species are neutralized in this context)" [2, p. 212]. In this case, we are talking about a non-isomorphic way of representing a typical aspectual situation, for example, the parallel use of equivalent normative statements: "We have studied this work" (specifically the factual meaning of a perfective verb) and "We have already studied this work" (the general factual meaning of an imperfective verb).

B. Yu. Norman in his book «The Grammar of the Speaker» examines the speech phenomenon of «competition of partners in lexical compatibility», the essence of which is as follows: «combination links of a lexeme with different degrees of stability interact and compete with each other in the process of text generation» [6, pp. 99-100]. As B. Yu. Norman writes, «it happens that in spontaneous oral speech one of the possible lexical partners of a word displaces another (usually a more stable one – a less stable one); then this error can be detected and corrected» [Ibid., p. 100], as, for example, in the following passage: «We say / we want to climb Ai-Petri / and go down // What are you talking about! This is not summer! All the road… slopes are washed out //…» [Ibid., p. 91].

As can be seen from the examples given, competition refers to potential or actual contamination of heterogeneous linguistic and speech facts in a specific speech situation. We propose to look at the phenomenon of competition from a slightly different perspective, namely, as the interaction (in a certain sense, contamination) of speech genres within a single space of the speech continuum that are communicatively and semantically unequal in terms of the generation and perception of a holistic utterance. This is accompanied by the resulting processes of interference between the typical, conditioned by the meanings of the linguistic signs of external speech and the constitutively conditioned illocutionary significance of an elementary speech genre and the perlocutionary significance of a complex genre. This also includes a shift in emphasis in the perception of a holistic speech message toward the latter—the perlocutionary significance of the entire genre continuum, i.e. The identification of a certain type of field organization in the structure of elementary speech genres present in each complex provocative genre, representing the hidden and explicit communicative intentions of the speaker [4]. This concept of competition is explained by the indirect nature of provocative genres, according to which the external speech and semantic levels of their organization do not coincide, but compete.

Competition between provocative genres can occur within provocative strategies (37) or between them and be determined semantically (semantic competition) or positionally (positional competition). In the case of semantic competition, thanks to semantic transformations, one genre (on the external level) "conceals" another (on the internal level), and the perlocutionary effect is formed simultaneously (37; 44). In the case of positional competition, provocative genres appear contextually linked into a paragenre unity, the perlocutionary effect of which is formed successively (41; 42; 43; 45).

The provocative genres examined in this article, on the one hand, are capable of producing a predictable and programmable perlocutionary effect, which has a clearly expressed regular character (the consequences of which are the predictability and programmability of provocation as a whole). On the other hand, their selection and systematic organization testify to their obvious conventional nature, belonging to the speech usage of the communicative environment [5].

The form of indirect communication and the generally indirect nature of messages in these genres, on the one hand; their intentional nature and the balance of intentional states of communicants that arises as a result of interaction, on the other hand, indicate, in our view, that provocative intentions are, in principle, amenable to tracking and isolation in discourse; they allow for diagnosis and subsequent neutralization of an undesirable provoked state, in particular, within the framework of the psychotherapeutic effect of communication, and, conversely, manipulative technologies of using provocative genres in the context of mass propaganda.

^[1] The Russian linguist A.V. Olyanich uses the concept of presentemes-introductors to designate a similar phenomenon within the framework of the presentational theory of discourse, which introduce «an individual into a group of his own kind, facilitating his adaptation in this group» [7, p. 206].

 

Literature

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3. Melnikov G.P. The essence of predication and methods of its linguistic expression / G.P. Melnikov // Invariant syntactic meanings and sentence structure. Moscow: Nauka, 1969. Pp. 116–125.
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References

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2. Kasatkin LL, Klobukov EV, Lekant PA Short reference book on modern Russian language / ed. PA Lekant. Moscow: Higher school, 1991. 383
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4. Mesechko AV Competition of illocutionary modalities of speech acts as a special means of characterizing the genre composition of speech provocation in public speech / AV Mesechko, VN Stepanov // Yaroslavl pedagogical Bulletin. 2002. 1. pp. 43-49.
5. Myskin SV Organizational and psychological analysis of professional consciousness of workers of modern labor collectives // Organizational psycholinguistics. No. 1 (1). M.: LLC "Agency of social and humanitarian technologies", 2018. Pp. 21-38.
6. Norman BY Grammatika govoryashchego [Grammar of the speaker]. St. Petersburg, 1994. 228 p.
7. Olyanich AV Prezentacionnaya teoriya diskursa [Presentation of the theory of discourse]. , 2007. 407 p.
8. Porshnev BF Countersuggestion and history (Elementary socio-psychological phenomenon and its transformation in the development of mankind) // History and psychology / Under. edited by BF Porshnev. Moscow: Science, 1971. pp. 7-35.
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11. Stepanov Yu.S. YAzyk i method. K sovremennoj filosofii yazyka [Language and method. On the modern philosophy of language]. M.: «Languages of Russian culture», 1998. 784 p.
12. Stepanov VN Provocative discourse of mass communication // Problemy psihologii diskussa [Problems of discourse psychology]. M., 2005. Pp. 43-61.
13. Stepanov VN Provocirovanie v social'noj i massovoj kommunikacii [Provocation in social and mass communication]. : Rose of the world, 2008. 268 p.
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