Suggestive Linguistics and the Effects of Suggestion in Advertising

Suggestion, or suggestibility, is a process that influences a person’s psyche by lowering their level of consciousness and critical thinking when perceiving suggested content. This process does not require detailed logical analysis or evaluation. Suggestion is used to create certain states or to prompt specific actions. The essence of suggestion lies in its impact on a person’s emotions rather than their will or intellect. It is believed that this process depends on the degree to which conscious control over perceived information is weakened. The influence of content perceived through suggestion is often intrusive: it is difficult to comprehend and correct, becoming a set of ingrained attitudes. Suggestion can take the form of heterosuggestion (suggestion from others) or autosuggestion (self-suggestion).

The strength of suggestion largely depends on the clarity, accessibility, vividness, and conciseness of the information. The effect is especially strong when the suggested content generally aligns with the recipient’s needs and interests.

People have varying degrees of suggestibility, or subjective readiness to experience and submit to suggestion. Suggestibility depends on many factors, including insecurity, anxiety, shyness, low self-esteem, feelings of inferiority, heightened emotionality, impressionability, and weak logical analysis.

Factors Contributing to Suggestibility

• Certain psychological states (such as complete calm or heightened emotion)
• Lack of awareness
• High significance of the message
• Uncertainty
• Time pressure

Our psyche is full of stereotypes that can resonate with suggested information. The effectiveness of suggestion is determined by four groups of factors:

1. Characteristics of the suggester: High status, willpower, and intellectual superiority. In advertising, this is often reflected in characters who are masculine or feminine, confident, optimistic, and highly charismatic.
2. Characteristics of the suggestee: The person being influenced.
3. The relationship between suggester and suggestee: Trust, authority, dependence, etc.
4. The way the message is constructed: The level of argumentation and the combination of logical and emotional components.

Key Elements of Suggestive Messaging in Advertising

• Concreteness and vividness of key words: Use words whose meanings are easy to visualize, such as “eye,” “ring,” “night,” “cry,” “mow,” “run,” “bitter,” “sweet.” Compare these to more abstract words like “quarter,” “communication,” “electorate,” “exclusive.” In advertising, it’s important to use vivid, key words with concrete meaning and euphony (compatibility with each other and the audience).
• Impact of sound combinations: Certain sounds can evoke specific emotions or be perceived as particular images. For example, the letter “i” in Russian often conveys a sense of diminutiveness (e.g., Pavel vs. Pavlik). The sound “o” gives an impression of softness and relaxation (as in a long “Ooo…”). Words with “a” and “e” are usually associated with emotional uplift (“Yes!”, “Hey!”, “Go!”, “Hooray!”). The sound “y” can evoke something gloomy or damp. For example: “It was a damp, slushy day. The ghoul went for a walk…”
• Specifying concrete, vivid qualities: The higher the level of abstraction, the weaker the suggestion. It’s not enough to use key words with unique content; you should also help the viewer form their own idea of the product’s benefits. For example, compare these phrases: “apple,” “sour apple,” “ripe apple.” Most people will prefer the last option, as it sparks the reader’s imagination. For those who like sour apples, “juicy” will mean the flavor they prefer; for those who like sweet apples, it will mean the degree of sweetness they desire. The difference in taste perception is noticeable even at this level.
• Avoid using “no” and “not” in advertising messages, especially in direct address: For example, rephrasing the famous Red Army recruitment slogan with “not”: “Haven’t you signed up as a volunteer? Why not?” The first response that comes to mind is, “No, I haven’t, and I don’t plan to. Why should I?” It feels like pressure (like parents asking, “Did you do your homework? Why not?”). The original version, “Have you signed up as a volunteer?” doesn’t demand anything; it simply appeals to civic consciousness, making it an effective suggestive personal address. Instead of using “no” or “not,” replace them with affirmative statements. For example, change “Our cream doesn’t let your face age” to “Our cream keeps your face looking young.”
• Speech dynamics: The acoustic spectrum is complex and contains information that is hard to define or formalize. The main techniques of speech dynamics that can enhance suggestibility are softness and strength of voice, rich intonation, pauses, and the use of surprise. Thoughtful speech dynamics can make almost any message more convincing. Voice timbre is a significant factor in suggestion, which is why male voices are often used in advertising—especially baritones, and particularly low, “velvety” ones.
• Facial expressions and gestures: Appropriate facial expressions and gestures are perceived as emotional involvement and interest, which usually helps form a positive attitude and trust.