Suggestive potential of the horoscope text

Abstract

   The study is carried out in the context of text linguistics and the latest trend in linguistics – suggestive linguistics. It is based on horoscope texts, representing the most common suggestive tactics in speech communication. The article suggests a new interpretation of the term “horoscope”, which objectively reflects the current social and information situation. The timeless popularity and relevance of the horoscope is due to its pragmalinguistic orientation, while the structure of its text determines the strategy of its deployment. We have found that the horoscope text usually has a three-part structure, but in modern prognostic texts, the introductory part in most cases is omitted. By analyzing the texts of daily horoscopes, we have identified the most common methods of speech influence, including keywords, figurative and emotional vocabulary, the use of popular aphorisms, proverbs, symbolic language, the method of contrast, which determines predictive pluralism, etc. In order to create a total orientation, the authors of horoscopes often resort to specific lexical and morphological means. The effect of the horoscope “individuality” is most often achieved by describing the internal state of a person, a generalized characteristic of common emotional matrices. Each horoscope usually ends with a life-affirming thesis and a call to perform some concrete action.