Linguistic creativity of the avant-garde: language functions in literary and advertising discourses
... combined effect is shown using examples of linguistic techniques from the two types of discourse — the Russian literary avant-garde and the avant-garde advertising-propagandа — outreach. A discursive analysis of Russian literary (experimental) and advertising (avant-garde) texts is carried out from the standpoint of the theory of linguistic creativity. For each of the working subcorpora (artistic and advertising discourses of the 1910—1930s), the authors distinguish macro-discursive, micro-discursive ...
On poetic emotiology in poetry and beyond
... emotions are closely linked to the features of the social period, to existential demands and to the state of public consciousness. The part of the article that is related to non-poetic communication interprets such links based on the examples of PR and advertising discourses. The particular "poetic" use of language is, of course, most obvious in poetry, but a broad understanding of the poetic function allows us to speak of the "poetic in the non-poetic". In the segment of the article ...
The methodological framework for development of specialists in advertising and public relations
This article analyses and defines the essence of professional culture of specialists in advertising and public relations. The author describes the content of methodological approaches to its development and considers the significance of each approach to studying the problem. The author stresses the need to use the axiological, cultural, ...
Syntax of Advertising
The article considers the enhancement of advertising slogan efficiency taking in account the peculiarities of left and right cerebral hemispheres activities.
1.
Иванов Вяч. Вс.
Чет и нечет. Асимметрия мозга и знаковых систем. М
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The use of the passive construction and its synonymous speech forms in advertising discourse (based on the German language)
The article is devoted to the use of Passive Voice constructions in the modern advertising. The author analyses the use of various types of Passive and explores other forms of speech when it becomes possible to convey the Voice relations. The research has been conducted on the basis of the German advertising texts.
1. Арутюнова ...
The imperative as an expressive means of impact in Russian and English advertisements
The article is devoted to the function of imperative constructions as the means of impact in Russian and English social advertisements. It also deals with comparative analysis of imperative in the Russian and English languages and their cultural differences.
1. Вежбицкая А. В. Сопоставление культур через посредство лексики ...
Advertising by OBERIU poets
This article provides the first examination of the advertising efforts by the OBERIU avant-garde collective, integrated into the leftist art paradigm of the first quarter of the 20th century. The study explores the pragmatic and semantic facets of OBERIU advertising, including its verbal and visual ...
Representation of the conceptual and value components in the concepts HOME and HOME / HOUSE in advertising discourse
The article describes the representation of the categorial and axiological com¬ponents of the concept ДОМ and HOME / HOUSE in advertising dis-course. The analysis is based on the examples of modern Russian and British advertise¬ments. The article points out a number of generic peculiarities of the explication of the concept caused by the characteristics of advertising dis-course....
Social advertising in the modern communicative space: the experience of the Kaliningrad region
Social advertising, which is growing fast nowadays, gives rise to a number of issues relating to its efficiency and impact on the audience. The author focuses on the current problems faced by social advertising in the Kaliningrad region and demonstrates a lack ...
