Intentional measurement of modern shock advertising discourse

Abstract

The article deals with the problem of verbal content of the phenomenon of shock advertising. The objectives of the study are to determine the definition of shock advertising as a special phenomenon of the modern socio-communicative space; to allocate means of realization of intention in shock advertising discourse; to characterize visual and verbal elements that optimally embody the intentional possibilities of advertising communication; to identify the specifics of the verbal implementation of communicative settings in Ukrainian shocking advertising. The theses of the research are supported by the analysis of real examples of foreign and domestic shock advertising examples. Also is given a classification of types of slogans which are used in sock advertising messages and specificity of their combination with visual elements of shock. Special accent is made on intentional measurement of shocking elements. This research works with new and poorly studied topic which only starts to be presented in Ukrainian socio-communicative sphere.