РЕАЛІЗАЦІЯ КОНФЛІКТОГЕННОГО ПОТЕНЦІАЛУ ПРЯМИХ І НЕПРЯМИХ ЗВЕРТАНЬ

The article is devoted to the research of appeals that cause the addressee’s negative reaction and may lead to conflicts. The research identifies types and semantic groups of irrelevant-conflictual forms of address and describes variants. Ways of negative reactions to direct and indirect forms of appeals with conflictual potential are described paying attention to lingual and extra-lingual factors. The work identifies factors turning forms of appeals into conflictual ones. It determines the causes of absence of verbal reaction to conflictual addressing. The research takes into consideration gender, status, and age characteristics of communicants, the degree of their familiarity, the nature of their relations, the specifics of communicative situations, and norms of conduct accepted in the Ukrainian society. Forms of appeals by name, patronymic, surname and nickname, the ones marking gender, age and cognation, the ones indicating a position / title and expressing a positive attitude to the addressee are attributed to irrelevant-conflictual forms of appeals. It is determined that negative responsive reactions to an unsuccessfully selected form of appeal in informal and formal communication with strangers and unfamiliar recipients are the most frequent. The short acquaintance of communicants, their independence from each other, absence of pronounced status and age differences, low cultural level of at least one participant of the interaction are attributed to the factors which make the realization of the conflictual potential of addressing more probable and give more chances of emergence of negative verbal reaction to it.