Cognitive mechanisms of linguistic manipulation in advertising slogans

Abstract

The article is concerned with the organization of Russian advertising slogans, which use cognitive mechanisms of linguistic manipulation. It determines the further analysis of communicative advertising strategies (associative and dissociative) and forms the object classification of cognitive manipulation in an advertising slogan, as well as types of connections in an advertising slogan. The latter has laid the basis for the presentation of possible cognitive models of advertising slogans. This article presents the results of empirical study, concerned with searching of the most efficient AS cognitive model from the mentioned above.