Shamne N.L., Shishkina E.V. Representation of the Phenomenon “Trust” in Medical Advertising Discourse

https://doi.org/10.15688/jvolsu2.2021.5.13

Nikolay L. Shamne

Doctor of Sciences (Philology), Professor, Head of the Institute of Philology and Intercultural Communication, Volgograd State University

Prosp. Universitetsky, 100, 400062 Volgograd, Russia

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https://orcid.org/0000-0002-5745-8907

Ekaterina V. Shishkina

Candidate of Sciences (Philology), Associate Professor, Department of Foreign Languages with a Course of Latin, Volgograd State Medical University

Pavshikh Bortsov Sq., 1, 400131 Volgograd, Russia

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https://orcid.org/0000-0001-8620-8387


Abstract. The problem of creating institutional trust in modern Russian society is considered on the example of advertising activities of companies that produce and promote drugs on the consumer market. In order to identify techniques that contribute to the effective impact on the recipient – the formation of a trusting attitude towards the advertised product, the commercials shown on Russian television from 2010 to 2020 were analyzed. Using the methods of content analysis, discourse and stylistic analysis, elements of component and distributive analysis, it has been established that professional participants in medical advertising discourse use such techniques as the use of toponyms, lexical units borrowed from military discourse, terms, words with positive or negative connotations, presentation of statistical data, construction of a first-person statement, rhetorical questions. It was found that the mention of the country of origin of the drug, which is authoritative for the Russian consumer, has a positive effect on the confidence of patients in this drug; military vocabulary evokes associations with speed, accuracy, direction, strength and testifies to the effectiveness of the drug; medical, chemical, biological terms, statistical data objectify the transmitted information; rhetorical questions, self-narrative and others contribute to the establishment of close contact with the consumer.

Key words: medical discourse, advertising discourse, trust, linguistic and stylistic technique, impact, impact effectiveness.

Citation. Shamne N.L., Shishkina E.V. Representation of the Phenomenon "Trust" in Medical Advertising Discourse. Vestnik Volgogradskogo gosudarstvennogo universiteta. Seriya 2. Yazykoznanie [Science Journal of Volgograd State University. Linguistics], 2021, vol. 20, no. 5, pp. 167-176. (in Russian). DOI: https://doi.org/10.15688/jvolsu2.2021.5.13

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