Використання мови переконування в топових відео на ютубі в рекламі українських вин

In the article, Anelia Polishchak presents the results of a study aimed at evaluating the effectiveness of advertising Ukrainian wines on the YouTube platform by analyzing the most popular videos featuring this advertising. The study focuses on the use of linguistic tools and persuasive language techniques formulated by Brett Lamb. This approach allows for the identification of modern effective strategies in the advertising of Ukrainian wines. The study's results show that the persuasive language techniques developed by Lamb are widely used in Ukrainian wine advertising. Furthermore, the research revealed the use of other techniques, such as positive forms in syntactic constructions and vocabulary, verbal hints, and more. These findings provide valuable insights into the development of linguistic strategies in advertising, demonstrating their adaptation to modern market demands. The purpose of this article is to explore the use of various linguistic techniques in the advertising of Ukrainian wines. The author analyzes how these techniques influence the effectiveness of advertising messages and contribute to shaping a positive image of the product among consumers. The study employs methods of induction, deduction, analysis, synthesis, observation, description, and comparison. These approaches allowed for a comprehensive assessment of the effectiveness of persuasive language techniques in advertising texts. Advertising texts often utilize a variety of persuasive language techniques. Among the most common and unusual means, one can highlight alliteration, appeals to various emotions (including traditions, patriotism, common sense, a sense of justice), emotional language, assonance, exaggeration/hyperbole, inclusive language, and more. These techniques aim to create an emotional connection between the brand and the consumer, enhancing the effectiveness of advertising messages. In YouTube advertising videos, various persuasive language techniques such as alliteration, analogies, anecdotes (stories from personal experience), appeals to different emotions, assonance, attacks, clichés, connotations, emotionally charged language, euphemisms, colloquial language, hyperboles, and others are actively used. In addition to the techniques already mentioned, positive language is also used in sentence structure and the choice of vocabulary that evokes certain emotions and associations in potential consumers. These approaches ensure a deeper penetration of the advertising message into the audience's consciousness and contribute to the formation of product loyalty.