Keywords
medicalization
linguistic manipulation
semantic elevation
denominal verbs
de-agentivization
health discourse
critical
How to Cite
Abstract
The present study investigates the linguistic mechanisms employed in pharmaceutical advertising discourse to manipulate mass consciousness. Through a comprehensive analysis of contemporary English-language medical advertisements, the research identifies and categorizes key manipulative techniques, including medicalization, semantic elevation, grammatical de-agentivization, and lifestyle baiting. Drawing on established frameworks from rhetoric, sociolinguistics, and critical discourse analysis, the article examines how language-level devices - such as denominal verb formation, modal auxiliaries, person-shifting pronouns, and abstract nominalizations - serve to construct persuasive narratives that align patient identity with pharmaceutical consumption. The findings reveal that medical advertising systematically exploits epistemic vulnerability and health anxiety, relying on the fusion of scientific authority and emotional resonance.References
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