STEREOTYPES AND CREATIVE VECTORS IN POLITICAL ADVERTISING

Abstract

The paper studies dynamic processes in political advertising stimulated by the search for creative
ideas. Based on political slogans and political terms definitions, the author reveals the changes of standard
stereotypes typical of this genre; special attention is paid to political headlines. The paper employs,comparative method, which enables the author to analyze intention, pragmatics, semantics and some
other means of political utterance modification. The author argues that the political text addresser’s
creativity is found, first of all, in the form of expression, including deviation of the genre canon and
speech patterns, and “destruction of the text production stereotypes”, which are used in conventional political
messages. The material of the paper proves that creative vectors in political slogans are focused
on: the length of the utterance and its discreteness (the frequent use of parceling), individual character of
the vocabulary of the slogan, the change of its tone (from neutral to ironic) and simultaneous use of several
communicative techniques. The conclusion is made that creative tendencies are wide-spread not only
in political advertising, but in political discourse in general. These tendencies include: enlargement of
genres of political discourse, diffusion and transformation of the genre forms, the search for the means
of text compression and information enrichment, increase of political text attractiveness for the readers;
text discreteness.