Wyjątkowość modelowania sloganów reklamy politycznej (na przykładzie kampanii prezydenckiej na Ukrainie w 2019 roku)
Uniqueness of Political Advertising Slogan Formation (Based on the Example of the Presidential Campaign in Ukraine in 2019)

Summary/Abstract: This article provides a linguistic analysis of Ukrainian political advertising, particularly the election slogans used in it. The study assumes the selection and compilation of examples of political advertising that appeared in the media space of Ukraine in 2019 and provides for an analysis of the verbal content of political messages, taking into account the graphic design, i.e. image (photos, graphics). The slogans used for the President of Ukraine (May 2019, President Volodymyr Zelenskyj) were chosen. The sample source material encompasses political slogans in the Ukrainian media e.g. Кінець епохи бідності; Кінець епохи брехні; Кінець епохи жадібності; Зе!Президент − слуга народу; Все буде ЗЕшибісь! and others. The paper analyses how, and by what language means, candidates for high state positions ‘reach’ voters and convince them to vote for them. Preliminary conclusions prove that the more emotionally marked the language of the electoral message, the more the electorate is interested in the person of the candidate. A unique and typical feature of the language of the campaign under analysis is the use of the surname of a candidate, Zelenski (coming from the adjective zielony [green]) as well as the use of its first syllable зе- in numerous variants thereof, including in incorrect and pejorative words (e.g. ЗЕшибісь) and in insulting phrases formed on the basis of the opponent’s, Petro Poroszenko’s surname (Зустрінь весну без пороху).

• Details
• Contents