The emotion of fear in social and commercial advertising (on the example of the texts from Perm)

This article is carried out within the framework of the study of the mass speech culture of the Perm Region, supported by the RFBR. The article studies the transformation of linguistic, communicative and ethical norms in commercial and social advertising. The authors of this article consider the escalation of the use of the emotion of fear in the texts of modern social and commercial advertising (on the example of the texts of Perm). Within the framework of the presented scientific research, which has its theoretical basis from domestic and foreign sources, speech tactics that determine the place and meaning of the emotion of fear in the communicative space of a modern advertising text are identified. The article examines the texts of social and commercial advertising: cultural and linguistic factors that are of paramount importance in the process of establishing contact, the appearance of a communicative barrier or in case of misunderstanding and somehow "causing" the emotion of fear are highlighted. Based on an experiment conducted with Perm citizens of different age groups, the authors of the article determined the dynamics of the evaluation of advertising texts based on the stimulation of fear as one of the basic human emotions. During the analysis, the peculiarities of the perception of advertising by citizens of different ages were revealed. Respondents evaluated the texts of social and commercial advertising in cognitive, communicative, and emotional aspects, which allowed the authors of the article to draw preliminary conclusions. The content of this study is focused on the systematization of approaches to the study of feelings of fear in situations that are socially significant for the consumer, in particular for the "consumer" of advertising texts. The results of the research can be used as a theoretical basis for training specialists in the field of advertising science, as well as in the field of theory and practice of communication.