PUBLIC SERVICE ANNOUNCEMENT IN HEALTHCARE: LINGUISTIC AND STYLISTIC FEATURES AS A REFLECTION OF SOCIETAL CHANGE

Background. The study of the linguistic and stylistic features of public service announcement (PSA) is of considerable interest from the point of view of analyzing the changes in linguistic and stylistic means reflecting social transformations. Social advertising, being a means of mass communication, is sensitive to current social demands and cultural changes, which allows one to identify the features of its linguistic design in different historical periods. The study of such texts provides an opportunity for a deeper understanding of both the language system and the sociocultural context in which PSA functions, as well as the dynamics of changes in social values and priorities. Purpose. To analyze the linguistic and stylistic features as a reflection of societal change in the texts of healthcare public service announcement. Materials and methods. The authors used a descriptive method and a method of contextual analysis of the texts of healthcare public service announcement. The research materials were obtained through the method of continuous sampling of healthcare public service announcement texts (N=30) for the period 2005-2024. Quantitative indicators were used to illustrate the dynamics of linguistic and stylistic changes in the texts. Results. Differences in the use of linguistic means are determined by the cultural and historical context and the peculiarities of the language system of each of the languages studied. Russian public service announcement more often uses emotionally charged metaphors, rhetorical questions and appeals to Russian national values. English-language announcement, on the contrary, is characterized by the prevalence of clear and concise formulations, the use of rational arguments and individualistic messages. Despite the differences, the analysis showed significant similarities in the use of universal linguistic stylistic techniques such as metaphors, epithets and repetitions, which indicates the commonality of the basic mechanisms of influence on the audience. Practical implications. The materials and research results can be used in the field of mass and media communication, marketing, lexicography, linguistics and stylistics and in the development of research methodology on related topics.