Linguocultural models of emotivity representation in Russian-, English-, and Turkish-language social advertising

Abstract

The study aims to identify the specific features of the linguocultural representation of emotions in Russian-, English-, and Turkish-language social advertising. The article focuses on the emotivity of social advertising messages, examining dominant emotions, modes of address, speech-act organization, visual accompaniment, and the value-based foundations of pragmatic influence. The scientific novelty lies in identifying three original models of emotive impact that have not previously been described within a single comparative framework: an ethical-imperative model in the Russian-language material, a rational-regulatory model in the English-language material, and an affiliative-moral model in the Turkish-language material. The results demonstrate that the differences between these models are manifested in the linguistic representation of frequent emotions and in the ways they are correlated with norms, responsibility, and the image of the addressee characteristic of each linguoculture. In Russian-language advertising, appeals are most often directed toward the categories of conscience, duty, and compassion; in English-language materials, influence is organized through the prism of personal choice, control, and warnings about possible consequences; while in Turkish-language discourse, the recipient is incorporated into a value-based space of family, closeness, respect, and collective responsibility.