So, the study of pre-election propaganda speeches shows that the speech producers refer 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.
In our opinion, especially the negative basic emotions, accumulated negative disgusting attitudes towards the current government and negative personal experiences of the target population are more frequently manipulated both by American and British candidates than any other social reasons. They use these negative factors as manipulation targets. These targets are aimed to arouse certain reactions and associations regardless of the recipients’ age, race, social, educational and religious background. By arousing negative reactions the speaker is aiming to bring forward 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 structural and intentional manipulative characteristics. For this reason they are abundant in special etiquette phrases, stimulating lexemes and ideology. These special targets are realized with the help of lexical, rhetorical and stylistic devices.