INTEGRATION PROCESSES IN THE MEDIA SPACE: IDEOLOGICAL FEATURES OF SELLING TEXTS AS A TOOL FOR ATTRACTING AN AUDIENCE

Abstract

With the development of narratological and pragmalinguistic studies, modern humanities have turned their attention to the ideology of various types of discourses as one of the main means of motivating and persuading the masses. At the same time, the ideological peculiarities of selling texts, which are the main tool for attracting the audience to purchase information products, have not yet been given due attention, which is the reason for the purpose of this paper. These texts are complex narrative constructions that have their own narrative system, so two types of narrative analysis were chosen for the study: structural and critical. The results show that the ideology of such sales texts is based on the need for “achievement”, and its manifestation is based on the opposition between the lack of success in the part devoted to the description of the problem and the results that the recipient can achieve after purchasing the product. In today’s world, where the level of competition to maintain a desirable lifestyle has increased significantly compared to the last century, the choice of such an ideology can be very effective in achieving the main goal of advertising discourse – convincing the audience to purchase a particular product. However, the effectiveness of this type of persuasive strategy needs to be supported by evidence in subsequent interdisciplinary studies.