Zabolotnyaya D.Yu. Ambivalentnaja jemociogennost' kreolizovannogo teksta kak principial'nyj parametr orientirujushhego vozdejstvija jekoreklamy [Ambivalent emotiogenicity of creolized text as one of orientation impact parameters in ecological advertisement]. Molodaya nauka Sibiri: ehlektronnyj nauchnyj zhurnal [Young science of Siberia: electronic scientific journal], 2021, no 1. [Accessed 31/05/21]
The article deals with the concept of ambivalent emotiogenicity as one of the principle parameters, used to create an effective ecological advertisement. Ecological advertisement with ambivalent emotiogenicity is proved to orient a person in the objective world. The concept of orientation language function is described from both bio-socio-cognitive point of view and traditional cognitive point of view. A new definition of orientation function relevant for our research is given. The article represents brief description of extracted parameters. The parameter of emotiogenicity is examined in detail. Ambivalent emotiogenicity is studied due to its ability to demonstrate opposite emotional experience when interpretating an ecological ad. Creolized texts with ambivalent emotiogenicity are proved to have a complex orientation impact on a person, using different emotional levels of his / her perception.
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