The evolution of marketing manipulations based on creolized texts in tobacco product advertising

Abstract

Background. The instability and fragility of the modern world lead to the emergence of crises not only at the level of entire countries but also at the level of individual companies, which are increasingly experiencing losses due to changes in economic conditions, political decisions, or sociocultural transformations (in particular, generational shifts). The latter factor has become a new challenge, prompting the active development of modern manipulative strategies in marketing communication with consumers, despite the general trend toward strengthening ethical standards in developed countries.

Methods. The study employs descriptive method, content analysis, comparative method and contextual analysis.

Results. The paper examines and analyzes the evolution of marketing communication methods with existing and potential consumers of tobacco corporations' products. It has been established that modern realities, characterized by bans and restrictions, have forced marketers to seek new advertising methods, while creolized texts have evolved into a new communication format. Suggestive strategies have become an essential element in advertising campaigns, relying on manipulative tactics (e.g., "innovativeness," "clean smoking," often unsupported "scientific research," etc.), as well as active euphemization ("gadget" instead of "cigarette," "heating" instead of "smoking," etc.). The combination of these factors creates a new format of consumer influence by shaping a positive product image through associations with technological advancement and innovation. An additional tool of marketing communication for tobacco companies is the interaction with potential consumers via social media, event organization, and collaborations with popular influencers (bloggers).

Conclusions. Advertising campaigns of tobacco companies have had a long evolutionary path – from the propagandistic use of "masculine" or prestigious professions and famous characters in creolized texts to modern interactive communication and event management. The manipulative use of modern suggestive strategies shapes a new semantic model of perception, within which a tobacco product is positioned as a kind of "innovative product." The study demonstrated that modern marketing communication of tobacco companies in the Ukrainian context represents business adaptation to crisis conditions, taking into account changes in the cultural perception of the population and current legislative restrictions.

About the author:

Vladyslav Pidvoyny – Ph.D. student in the Department of Ukrainian Language and Applied Linguistics at the Educational and Research Institute of Philology, Taras Shevchenko National University of Kyiv

ORCID ID: 0009-0007-4779-082X

e-mail: pidvoiniy@gmail.com