PRECEDENT NAME AND ITS PLACE AND ROLE IN MODERN ENGLISH-CURRENT ADVERTISING


(linguocultural approach)

Keywords: concept, constant, allusion, reminiscence, quotation, connotation, precedent phenomenon, slogan, culture code

Abstract

The article addresses the issues of the analysis of linguistic and cultural characteristics of modern English-language advertising (on the material of the texts of Internet pages and online publications). During the work, the role of linguoculturology as an interdisciplinary discipline is determined; the ways of realization of cultural experience, values ​​and constants of the English-speaking society in the text of the advertising message are explored, which contributes to the attractiveness and effectiveness of the advertising slogan. The purpose of the article is to describe cases of the use of case-names found in English-language advertising and to classify the most common case-law language units by source of origin and function in an advertising message. The object of the study was chosen advertising texts and announcements of English-language Internet sites and online publications. The subject of the study was the stereotypes of the English-speaking society associated with cultural "constants", reflected in case-names, expressions and texts; multi-level language means of expression of the concept in modern English: metaphors, allusions and reminiscences, accepted language expressions, paraemias and clichés; the degree of difficulty in interpreting the “hidden” or connotative content by representatives of other linguocultural communities; the pragmatic aspect of case phenomena as a means of influencing the recipients of the advertising text.

Lingvokturologicheskaya specificity of the advertising text can occur at different levels. The precedent phenomena include phenomena that (1) are well known to most of the representatives of the national linguocultural community; (2) relevant in the cognitive (cognitive) plan and (3) are constantly reproduced in speech. This gives reason to consider the precedent phenomena as exemplary examples of certain actions and characteristics, as models that define a certain "behavior paradigm". During the study, the following scheme of advertising text was established: title, slogan, main text, phrase-echo; Defined stylistic means (oxymoron, homonyms, phraseological turns, sayings and proverbs, cliches, allusions, quotations and reminiscences), providing expressive and conservative colors of advertising text.

The research results expand the horizons of further analysis of modern English-language advertising, in particular on the Internet, aimed at summarizing the picture of their functioning as a means of intercultural communication and transmission of cultural values ​​of native English speakers.

Author Biography

Yu.O. Shepel, Oles Honchar Dnipro National University,Ukraine

Doctor of Science (Philology), full professor

References

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Published
2019-04-30
How to Cite
Shepel, Y. (2019). PRECEDENT NAME AND ITS PLACE AND ROLE IN MODERN ENGLISH-CURRENT ADVERTISING. Linguistics. Lingvoculturology, 13, 219-235. Retrieved from https://lingvodnu.com/index.php/journal/article/view/153