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... 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 ...

... 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 ...

... study pinpoints a particular kind of hybrid genres referring to texts that mix and combine in their structure the features of two or more different genres but maintain their primary genre identity. This kind of genre mixing results inter alia in an advertisement that is shaped as a chat in internet, private talk or recipe but sustains its genre status as an advertisement. The analysis is based on advertisement texts functioning as hybrid genres in modern Russian socio-cultural prac­tice. The theoretical ...

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, ...

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 ., 1978....

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 ...

... г. URL: http://www.cddk.ru/gos_i_religia/f_law/litv/001.htm (дата обращения: 14.12.2013). 13. Mahler G. S. Politics and government in Israel: the maturation of a modern state. Oxford, 2004. 14. Estonian gas company uses Auschwitz to advertise products // Times of Israel.URL: http://www.timesofisrael.com/estonian-gas-company-uses-auschwitzto-advertise-products/ (дата обращения: 10.12.2013). Yakimova E. Baltic States, Israel, cooperation, foreign policy concept 111-117

... Arrow Books. Holšánová , J., 2016. A Cognitive Approach to Audio Description. Researching Audio Description: New Approaches. Palgrave Macmillan Publ., pp. 49—73. Isayeva, L. V., 2017. The Poetic Function of Language and word-play in a polycode advertising text. In: Yazykovoi diskurs v sotsial'noi praktike [Language discourse in so­cial practice]. Tver’, pp. 118—124 (in Russ.). Kaźmierczak, M., 2018. From Intersemiotic Translation to Intersemiotic Aspects of Translation. Przekładaniec....

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 ...

This article explores film synopses that are treated as advertising texts characterized by semantic density and succinctness. They contain purposeful omission aimed to intrigue recipients and stimulate them to watch the film. The research is set in the framework of linguapragmatics and its goal is to reveal ...

... location of the region, the socio-historical context of the spread of automotive online classifieds, the presence of local alternatives, the economic interest of online services in expanding their activities in specific regions, and the intensity of their advertising campaigns. Palagin P.A. spatial features, online classifieds, digital services, consumer preferences, Avito.ru, Auto.ru, Drom.ru 36-42 10.5922/vestniknat-2024-4-2

... such as 'filter', 'format' and 'function'. As for the referential correlation between verbal and visual components, the role of emojis is demonstrated in devising the structures of parallel, complementary and substitutive syntax in literary, public and advertising Internet communication. It is concluded that the choice between traditional and new visual components reflects how form and content interact in a text. The espousal of digital reality elements is linked to the poet's interest in the features ...

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 ...

... take care of their own health, engage in disease prevention — persuasive (leading function — pragmatic); created to attract potential clients to a medical institution, shape the organization’s image, promote medical products and ser­vices — advertising (leading function — representational). Based on the analyzed material, recommendations of the first two types are proposed to be grouped together and qualified as an informative-imperative hyper genre. Through the analysis of texts, it is ...

The study of territory branding as a part of communicative process requires the detailed analysis of advertising and PR-texts placed on accessible Web-portals. The current study presents a linguistic analysis of means of the territory management optimizing and of defining the role of linguistic means in the branding discourse. The material of the study ...

... Behavioral Economics. Ann Arbor, 1980. 10. Livingstone S., Lunt P. Savers and borrowers: strategies of personal financial management // Human Relations. 1993. Vol. 46, № 8. 11. Mooij M. Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. SAGE, 2003. 12. Standard & Poor's Ratings Services Global Financial Literacy Survey // Рейтинговое агентство Standard & Poor's. URL: https://www.spglobal.com/corporateresponsibility/global-financial-literacy-survey (дата ...

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....

This article considers the discourse of university websites as a type of computer mediated communication. It is shown that university website discourse is of heterogeneous nature. The author analyses the interaction of educational, scientific, and advertising discourses. Special attention is paid to the employed communication strategies and the linguistic means of their implementation. The study is based on the official websites of the leading Russian universities. 1. Денисова Н. В. ...

... здоровью индивида и общества. М., 2006. 5. Atkin С. Effects of televised alcohol messages on teenage drinking patterns // Journal of Adolescent Health Care. 1990. № 11. P. 10—24. 6. Chapman S., Fitzgerald B. Brand preference and advertising recall in adolescence smokers: Some implications for health promotion // American Journal of Public Health. 1982. № 72. P. 491—494. 7. USAID. AIDSTAR-One. URL: http://www.aidstar-one.com/sites/default/files/ZA_SoulCity.pdf (дата обращения: ...

... among business customers: the role of marketing and social influence// Paradigm Shifts and Interactions. European Marketing Academy 43rd Annual Conference, Valencia, 2014. 20. Wansink B. Developing a Cost-effective Brand Loyalty Program// Journal of Advertising Research. 2003. No. 43 (September). Sheresheva M., Berezka S. loyalty programme, CRM software, customer relationship 135-139

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 ...

... technicity. Sinii divan [The Blue sofa], 18, pp. 93—114 (in Russ.). Sokolova, O. V., 2014. Tipologiya diskursov aktivnogo vozdeistviya: poeticheskii avan­gard, reklama i PR [The typology of discourses of active influence: poetic avant-garde, advertising and PR]. Moscow (in Russ.). Sokolova, O. V., 2018. Specificity of reference in avant-garde artistic discourse (Italian, Russian and American avant-garde). In: V. Feshchenko, ed. Obrazy yazyka i zigzagi diskursa: sbornik nauchnykh statei k ...

... Russian-American Parallels. Literature of the Americas, 12, pp. 115—142, https://doi.org/10.22455/2541-7894-2022-12-115-142 (in Russ.). Sokolova, O. V., 2013. Contemporary poetry in the world of advetising: deictic or­ganization of poetical and advertising texts. Vestnik RossiiskogoUniversiteta Druzhby Narodov. Seriya: Lingvistika [Russian Journal of Linguistics], 1, pp. 28—36 (in Russ.). Stepanov, Yu. S., 2010. V trekhmernom prostranstve yazyka: Semioticheskie problemy ling­vistiki, filosofii,...

... paper discusses the typefaces such as Antiqua font used in pre-revolutionary Russia, lettering imitating the font of Soviet newspapers, Handwriting font, and Stencil font and their em­bed­dedness in current socio-cultural practice. The analysis uses advertising, social and com­mercial texts. The findings indicate that typography should be considered as a social meaning which results from indexical connections of a sign and the context it is used in. Semio­tification of space allows observing stronger ...

... emerged. Poetic discourse is being increasingly contextualized in space, whose role in the contemporary cultural system and specific tasks of urbanism has been growing. In the urban context, poetry may acquire different forms — street performances, advertisements, murals and other types of visual poetry. It may turn the city into a venue for a festival of urban poetry. The poetic text interacts with urban objects (monuments, train stations, airports, bus stops, and benches), including QR codes and ...

... pp. 38—44 (in Russ.). Harvey, D., 2006. The Right to the City. In: R. Scholar, ed. Divided Cities: The Ox­ford Amnesty Lectures 2003. Oxford: Oxford University Press, p. 83—103. Ivanova, A. P. and Yagodkina, M. V., 2020. Cultural codes in modern advertising. Uchenye zapiski Novgorodskogo gosudarstvennogo universiteta [Vestnik Novgorod State University], 8 (33), рр. 1—4 (in Russ.). Kamalova, K. V., 2021. Vertical city. Retrospective and Current Stage of Develop­ment of the Multi-Tiered Structure ...

... cognitive turn. London; New York: Routledge. Morris, Ch., 1971. Writings on the general theory of signs. The Hague, Paris: Mou­ton de Gruyter. Sokolova, O. V., 2020. Discourse-“Logophagus”: The Boundaries of Linguistic Creativity and Stereotypy in Advertising. Kritika i semiotika [Critique and Semiotics], 1, pp. 114—142 (in Russ.). Stepanov, Yu. S., 2001. In the world of semiotics. In: Semiotika: Antologiya [Semio­tics: Anthology]. 2 nd ed. Moscow, pp. 5—42 (in Russ.). Zabotkina, V. I., 2013....

... The notion originates from Leibniz’s Theodi­cy and from debates over whether the actual world is the best of all possible worlds. The first of a two-part series, this article studies the historical context in which appeared Kant’s 1759 lecture advertisement leaflet entitled An Attempt at Some Reflections on Optimism. The study describes the requirements of the 1755 Berlin Academy of Sciences’ competition for a comparison of G. W. Leibniz’s and A. Pope’s systems and an assessment of ...

... guide: Wakanda, Latteria, then everywhere]. Available at: https://www.mirf.ru/worlds/marvel-strany-wakanda-latveria [Acces­sed 19 August 2018] (in Russ.). Kwyat, A., 2013. Mediam as an instrument of political PR: cognitive approach. Rek­lama i PR [Advertising and PR], 1. Available at: http://www.mediascope.ru/ node/1254 [Accessed 19 August 2018] (in Russ.). Knyazev, А. А., 2002. Enciklopedicheskiy slovar’ SMI [Encyclopedic dictionary of media]. Moscow. Available at: http://voluntary.ru/dictionary/1105/word/kontekst ...

This article addresses the metadiscourse structure and the means of gender manifestation in the advertising message. Two advertisements for the same good aimed at women and men were chosen for a semiotic analysis. The analysis identified the verbal and nonverbal means of exposing implicit messages reflecting gender relations and reinforcing gender ...

... verhovenstva prava K. K. Dolgova v svjazi s reklamnoj publikaciej v jestonskom izdanii «Eesti Ekspress» [Russian Foreign Ministry Commissioner's comments on human rights, democracy and the rule of law K. K. Dolgova in connection with the publication of the advertisement in the Estonian edition «Eesti Ekspress»], Informacionnye materialy Ministerstva inostrannyh del Rossijskoj Federacii [Information materials of the Ministry of Foreign Affairs of the Russian Federation], September 7. 24. Putin, V. V....

The article provides the analysis of the macroconcept structure of the "society of consumption" in the novel "99 Francs" by a contemporary French writer Frederic Beigbeder. The paper reveals the ideological role of advertising as a socio-cultural metaphor of the society in question, whose main characteristic features are anomie and callousness. 1. Бодрийяр Ж. Система вещей. М., 2001. 2. Болотнова Н. С. Когнитивное направление ...