Effectiveness of Polycode Language Means in Achieving Social Advertising Goals

This study addresses the increasing need for a detailed examination of the influence of the socio-cultural context on emotion perception in social advertising, considering the specific linguistic and national backgrounds of the target audience. The subject of the research is the linguocultural specificity of emotion verbalization in social advertising materials in Russian, English, and Turkish. The aim of the study is to identify and systematize the peculiarities of emotional image perception in social advertising within different linguocultural contexts. The theoretical foundations of polycode means contributing to emotional transmission, as well as their effectiveness in multilingual contexts, are considered. The research methodology includes a comparative analysis of emotional expressions and ethnic characteristics based on a developed matrix that describes various emotions and their perception in Russian, English, and Turkish. The analysis, grounded in the comparison of emotional expressions and ethnic characteristics, reveals differentiation in the interpretation of feelings among the three language groups. The scientific novelty of the research lies in the development and validation of a comprehensive methodology for the linguocultural analysis of polycode means of expressing emotions in social advertising, considering the interaction of verbal, non-verbal, and socio-cultural factors. A systematized matrix is proposed for the first time, enabling a comparison of the emotional impact of advertising messages in Russian, English, and Turkish linguocultural contexts. The results obtained allow for the identification of universal and specific features of the emotional impact of social advertising. The conclusion is drawn that the effective application of polycode tools, considering linguistic and social factors, significantly intensifies the effectiveness of social advertising and optimizes interaction with various groups of society. The significance of the research lies in its practical application for creating more sensitive and relevant information campaigns, contributing to a more effective impact on public opinion and behavioral change.

social advertising, polycode means, emotional connection, cultural context, audience, audiovisual elements, cultural differences, verbalization of emotions, comparative analysis, cultural stereotypes