Religious Advertising: Ukrainian Frame. Clues to Influence in the Religious Communication

      Аннотация: The research is devoted to the specification of the communication which is realized in religious advertising, religious naming, branding and other means of influence at the society through Ukrainian mass media. Religious advertising is a new phenomenon for the Ukrainian informative sphere. Creative impulse of religious advertising is formed primarily by verbal manifestations in which emotional components are created by mental meanings. But the linguistic peculiarity of religious advertising is based on the strong convergent tendencies which are corresponded to the political, social and marketing discourses.Verbal behaviour peculiarity of the religious leaders and strategies of the leader’s self-presentation in the status-role communication are also analysed in the research.A separate group in research materials constitutes certain forms of verbal activity which are produced by emotional trust. As it was stated, the main mechanisms and units of communicative influence in religious advertising are correlated with the strategic political narratives, verbal manipulation, Neuro-Linguistic Programming and the hypnotic techniques’ components.

Ключевые слова: Ukraine, religious advertising, verbal influence, media communication, verbal image, naming, Branding