Manipulating Implicit Meanings in Russian Polycode Texts of Advertising Medical Products and Services

The article examines language manipulating models through the actualization of implicit meanings in Russian polycode texts of advertising of medical products and services. The methods of cognitive-and-discursive analysis of Internet content are used. The source of manipulative strategies actualization in polycode content is shown to be constituted by a set of implicit meanings laid down by the creators of the texts or not controlled by them, which arise in the operating environment of verbal and non-verbal components interaction in the polycode object. Two ways of interaction of the verbal and non-verbal components are analyzed: the non-verbal component serves as a background and enhances the content of the verbal series; the verbal component is based on the literal content of the non-verbal series for the purpose of its ironic rethinking. The connection between the phenomena of manipulation with implicit meanings in a polycode advertising text and models of language anomalies of conceptual, communicative-and-pragmatic or linguistic proper type is revealed. It is concluded that the polycode nature of an advertising text, which exploits manipulative communicative strategies, enhances the attractiveness of the content and its perlocutionary impact. The study also has significant potential for law enforcement practice in terms of improving the technology of conducting judicial and extra-judicial linguistic expertise in cases when advertisement is misleading, unfair, or it contradicts public interests.