So, the study of pre-election propaganda speeches shows that the speech producers appeal to the basic emotions of the collective recipient rather frequently. Toward this end, such verbal means as nominating lexemes (lexemes which directly nominate the pre-planned recipient’s reaction or state), stimulus lexemes (lexemes which arouse some necessary negative or positive associations), metaphor, and some other means are used.
All politicians have their own perlocutionary effects – their speech should achieve the desired goals. Whether these goals were achieved or not gets known later after the speech. By the pre-election speeches politicians manipulate with their listeners, that is why these speeches are carefully prepared before the debates. As our research shows, politicians try to manipulate listeners though emotions, through human instincts, through making some certain associations.
In our opinion, American and British politicians more frequently manipulate with the negative basic emotions and negative attitudes (disgust) towards the current government. They use these negative factors as manipulation targets. These targets aim is to arouse certain reactions and associations despite of the listeners age, race, social, educational and religious background. By these negative reactions the speaker is aiming to get possible positive solutions with the help of pre-planned pre-election campaigns. To achieve these goals, these specific text types of pre-election speeches have certain manipulative characteristics. For this reason political speeches are full of special etiquette phrases, stimulating lexemes and ideology.
The research of pre-election speeches led us to conclude that they can be considered as a definite text type which has its special structure and intentional characteristics. This text type functions within the political discourse of many social groups (countries which have the electoral principle of political system and where the existence of such a text type is necessary).