Ways to appeal to addressee in the mass communication

The article is devoted to the question of how to appeal to the mass addressee in mass communication. The linguistic identity of the so called average-literature type of the language individual is reviewed; the factors influencing mass communication are pointed out. Certain layers of vocabulary comprising lexicon of modern mass media discourse are revealed. The author comes to the conclusion that the main means of appealing to the mass addressee is the use of certain specific vocabulary. The author points out the parallel process of the mass media discourse becoming more complex along with the poverty of vocabulary of the speaking society. The impact of graphical means in the mass media text is defined.

addresser, addressee, mass communication, lexicon, means of impact, average-literature type of speech culture, vocabulary, language stereotype, de-verbalization