Linguolegal Expertise of Advertising and Media Criticism as a Means of Manipulation Countermeasure in the Media Space (in the Light of Laws "On Advertising" and "On Protection of Consumer Rights")

The article is devoted to manipulation in advertising as an important component of the media space, its difference from honest persuasion. Manipulation is considered to be a sharply negative phenomenon that violates ethical norms of communication. With honest persuasion, language means work to achieve the most important quality of speech - clarity, while manipulation under any circumstances does not seek to achieve clarity. In contrast to the manipulation persuasion is implemented and verified with consciousness. In two types of discourse - advertising and political ones - manipulation is most often used. If manipulative techniques in commercial advertising are generally well identified, but it is rather difficult to identify manipulation in social advertising. Legislative measures are not always confirmed in advertising practices. The advertising process should be managed and controlled by specialized state regulatory bodies, the area of responsibility includes the improvement of the national legislation in the relevant field, but the complexity of the advertising process determines the need for control, taking into consideration the special Code of the advertiser ethics. Such a code is naturally based not only on a set of rules of social behaviour, but also on a special professionally determined axiological system. The quality of advertising should be inseparable from the level of the civil society development. It is necessary to develop linguistic and legal expertise of advertising and media criticism, which will answer the following questions: whether advertising texts comply with the Laws "On advertising" and "On protection of consumer rights". It is very important to check advertising for compliance with ethical parameters.