Yu. А. Makovetska-Gutz


The article describes the lexical and morphological features of the election programs of presidential elections in 2014 in Ukraine. Features of pre-election programs are widely used in politics to influence, including manipulating, since they allow hidden influence on human consciousness. The main components of election programs texts are: cognitive, affective, regulatory. We describe the effect of pronouns I, we are to the voters. It is defined that pronouns may have the effect of association (pronoun we, our) or separation of people (you, they). It was found that the pronoun I focuses on the candidate and distinguishes it from others. Also the article analyzes the most frequent nouns election programs. Among lexical features that have an impact on people it was determined that slogans, ideology, judgment and categorical imperatives are mostly used in political texts. At the syntactic level interrogative and exclamation sentences have the greatest impact and the greatest frequency of use in the texts in pre-election programs. After analyzing campaign slogans in 2014, we can conclude that this text was bright and contained a lot of linguistic and psychological manipulation: pronouns, combining/focus on the person, slogans, etc. ideolohems. All these and many other techniques increased the political effect of the text and its direct impact on the perception of the subject, i.e. the voter.


political text; voice effects; frequent vocabulary; pronoun; ideologeme; slogan; political communication


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ISSN 2410-8278 (Online), ISSN 2307-1591 (Print)