• Zumrud Farzaliyeva English Lecturer of Baku State University, Baku, Azerbaijan PhD student of Western Caspian University, Baku, Azerbaijan
Keywords: Manipulation, Advertising, Linguistic Aspects, Manipulative Techniques, Linguistic Elements, Semantic Elements, Emphatic Elements, Consumer


Advertising is a tool, without which it would be difficult for our society to develop from the economic point of view. By means of advertisements one can sell his/her products, services and also buy or get whatever he wants.  Thus, the role of advertisement is very great in the lives of everybody, beginning from children to elderly ones. Nowadays, advertisements have the biggest power to manipulate customers. The manipulation in different types advertising has become a tool that advertisers use to attract people.  It would be just to say that manipulation has moved away the mission of marketing that of meeting the needs of customers and widens the asymmetries of power between the company and the consumer. Some of manipulative advertisements are too difficult to prove because they do have controversial content and nature. In the current article, the main language elements that affect the manipulation process of advertisements are analyzed.  To be more exact, three language elements – linguistic, semantic and emphatic elements that manipulate consumers are investigated deeply here. Some unhelpful features of them are also described here, to help future advertisers to avoid ineffective advertisement text or slogans.


Белозерова Н. Н., Чуфистова Л. Е. (2004). Когнитивные модели дискурса. Тюмень: Тюменский государственный университет, 254 с.

Долинин К.A. (1983). Имплицитное содержание высказывания. М. Вопросы языкознания. # 6. Pp. 37-47.

Grover, S., (2011). “Difference between Persuasion and Manipulation”,

Jung, C.G. (1954). Psychological Aspects of The Mother Archetype. In The Collected Works of C. G. Jung; Read, H., Fordham, M., Adler, G., Eds.; Routledge: London, UK, Volume 9, pp. 75–110.

Лебедев-Любимов А. Н. (2006). Психология рекламы / А. Н. Лебедев-Любимов. «Питер», 2002 — 384 с.

Maslow A.H. (1943). "A theory of human motivation". Psychological Review. 50 (4): 370–396. doi:10.1037/h0054346.

Мокшанцев Р. (2009). Психология рекламы / Р.Мокшанцев. М.: ИНФРА. М, 230 с.

Mudrov A.N. (2008). Osnovy reklamy [Advertising fundamentals]. Moscow: Magistr. Retrieved from [in Russian].

Pesotsky E.A. (2012). Advertising and consumer motivation. Dashkov and Co.

Tanski C.N. (2004). “Influences and Effects of Subliminal Advertising Consumption Decision”,Revista Cientifica Vision de Futura, Ano 1, No. 2, Vol. 2.

Imamguluyev, R., Aliyeva, A. (2023). Analysis of Intelligent Interfaces Based on Fuzzy Logic in Human-Computer Interaction. In: Aliev, R.A., Kacprzyk, J., Pedrycz, W., Jamshidi, M., Babanli, M.B., Sadikoglu, F. (eds) 15th International Conference on Applications of Fuzzy Systems, Soft Computing and Artificial Intelligence Tools – ICAFS-2022. ICAFS 2022. Lecture Notes in Networks and Systems, vol 610. Springer, Cham.

Teves S. (2009). Fallacious Arguments made by the Dieting Industry, April 1, ELECTRONIC RESOURCES

An analysis of Language Manipulation in Advertising,

A2 Media: Manipulation Through Advertising,

Imamguluyev, R., Suleymanli, T., Umarova, N. (2021). Evaluation of the Effectiveness of Integration Processes in Production Enterprises Based on the Fuzzy Logic Model. In: Aliev, R.A., Kacprzyk, J., Pedrycz, W., Jamshidi, M., Babanli, M., Sadikoglu, F.M. (eds) 14th International Conference on Theory and Application of Fuzzy Systems and Soft Computing – ICAFS-2020 . ICAFS 2020. Advances in Intelligent Systems and Computing, vol 1306. Springer, Cham.

Consumer Manipulation Through Advertising,

Imamguluyev, R. (2021). Application of Fuzzy Logic Model for Correct Lighting in Computer Aided Interior Design Areas. In: Kahraman, C., Cevik Onar, S., Oztaysi, B., Sari, I., Cebi, S., Tolga, A. (eds) Intelligent and Fuzzy Techniques: Smart and Innovative Solutions. INFUS 2020. Advances in Intelligent Systems and Computing, vol 1197. Springer, Cham.





How to Cite
Zumrud Farzaliyeva. (2023). LANGUAGE ELEMENTS AFFECTING MANIPULATION IN ADVERTISING: LINGUISTIC, SEMANTIC, AND EMPHATIC ELEMENTS. International Journal of Innovative Technologies in Social Science, (1(37).