Olha V. Boiko
PhD student
Borys Grinchenko Kyiv Metropolitan University,
Kyiv, Ukraine
e-mail: o.boiko.asp@kubg.edu.ua
ORCID ID: https://orcid.org/0000-0002-6830-6634
DOI: https://doi.org/10.24195/2616-5317-2025-40.6
SUMMARY
The article is devoted to the analysis of the influence of the cognitive evolution of human consciousness on consumer goods advertising texts appeals. This article explores the levels of development of human consciousness and their reflection in modern multimodal consumer goods texts. The aim of the article is to explore advertising discourse as a cognitive activity in English-language advertising discourse, as well as to outline the main cognitive techniques and linguistic means in the formation of English-language advertising messages. The main focus is on how cognitive evolution affects advertising strategies. The article analyses seven key stages: functional communication, emotional involvement, rational persuasion, social relations, creativity, axiological and ideological influences. Each stage is illustrated by real-life advertising campaigns that demonstrate how brands align their messages with the minds of consumers. The research shows that effective advertising uses cognitive and emotional triggers to increase persuasion, brand loyalty and consumer engagement. The main objectives are to review the work of Ukrainian and foreign researchers on the issue, to identify and describe the levels of cognitive evolution and linguistic means of English-language advertising texts, and to trace the reflection of these levels in interaction with the audience and the reproduction of cultural concepts through advertising communication. This article is largely based on O. Kolesnyk's table of evolutionary typology of human consciousness development. The article shows how advertisers use the language code and other elements of multimodal texts to create persuasive campaigns that have cultural resonance and correspond to different levels of human consciousness. The relevance of the study is to understand how advertising expands our understanding of communication processes, as well as how modern multimodal advertising texts contribute to effective and ethical advertising communication in the context of global transformations and changes in the ways of interacting with the audience through linguistic and cognitive strategies.
Key words: advertising discourse, multimodal advertising text, cognitive evolution, language code, visual metaphor.
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