Structural-semantic and functional-pragmatic features of representation of the concept “world” by means of precedent texts in advertising discourse

2021 ◽  
pp. 16-23
Author(s):  
Victoria V. Droban ◽  
◽  
Lidia A. Isaeva ◽  
Ninel V. Zemlyakova ◽  
◽  
...  
Keyword(s):  
Functional Activity ◽  
National Language ◽  
Russian People ◽  
Advertising Message ◽  
The World ◽  
Advertising Discourse ◽  
Cultural Concept ◽  
Modern Russian

The article deals with the structural-semantic and functional-pragmatic features of the implementation of the basic general cultural concept “world” by means of precedent texts in the modern Russian advertising discourse. The purpose of the research is to identify the specifics of the implementation of the concept “world” by means of precedent texts in advertising texts. The article describes the concept of “world” and defines its role in the national language picture of the world of Russian people. The research highlights the main areas of precedent of the concept “world” in the modern Russian advertising discourse, determines the role of precedent texts in producing a pragmatic effect on the addressee of an advertising message. The article analyzes the transformations of case texts that represent the general cultural concept of “world” in modern advertising texts. The article considers the connection between the cognitive features of the concept “world” implemented in advertising discourse using case texts and the traditional paremiological and lexicographic descriptions of the concept in the language picture of the world of the Russian people. The conclusion is made about the high functional activity of the basic general cultural concept “world” in the modern Russian advertising discourse.

Historiosophy of N.Ya. Danilevsky

2020 ◽  
Vol 58 ◽  
pp. 13-17
Author(s):  
Victor V. Aksyuchits
Keyword(s):  
20Th Century ◽  
World History ◽  
Russian Culture ◽  
Russian People ◽  
The World ◽  
History Of ◽  
First Time

According to the author of the article, N.Ya. Danilevsky anticipated a lot of ideas of the 20th century, in particular those of O. Spengler and A. Toynbee, by offering his concept of cultural and historical types in the book “Russia and Europe”. At the same time N.Ya. Danilevsky was in many aspects the follower of Slavophils while interpreting the originality of Russian people and Russian culture. After the turn of the educated society circles to Russian national self-comprehension initiated by Slavophils, N.Ya. Danilevsky not only scientifically formulated the problems brought forth by the Slavophils, but also offered for the first time the resolution of new important questions by analyzing the world history and the history of Slavic peoples. The author especially stresses the role of N.Ya. Danilevsky in creating the historiosophic concept that forestalled the epoch for many decades.

WEBSITE AS A MEANS OF ADVERTISING CITIES OF THE WORLD: STRUCTURAL-SEMANTIC AND PRAGMATIC ASPECTS

2021 ◽  
pp. 131-141
Author(s):  
I. V. Ushchapovska ◽  
R. Ye. Podvalna
Keyword(s):  
Information Transfer ◽  
Target Audience ◽  
Lexical Unit ◽  
Advertising Message ◽  
The World ◽  
Pragmatic Aspects ◽  
Special Category

The article actualizes the study of websites as a means to promoting cities around the world and highlights the main structural and semantic characteristics of advertising sites hosted on Internet platforms. The pragmatic role of a lexical unit of advertising texts is investigated. The concepts of website and advertising text are defined, the main ways of information transfer through advertising text were described. Definitions of the concepts such as advertising, advertising text, strategy, website, and related concepts are provided. After researching the selected advertising texts, the structural and semantic characteristics of advertising on websites, and the main ways of transmitting information, such as verb sentences, simple nominative sentences, and elliptical sentences are analyzed. The pragmatic means of advertising campaigns on websites includes constructions, such as Top + Numeral, Must + V., Let + Inf, and so on. Examples of pragmatic websites are also considered. Samples and purposes of using this approach are given. There are various strategies for advertising and promoting cities and countries around the world on Internet platforms. The most popular and effective are the use of different language techniques (motivational, interrogative, negative sentences) and the strategy of the association. The advertising text is noted to embody a communicative and pragmatic guideline. In the advertising message, there is a presentation of the goods to the target audience. Thus, the main load is the language code, which is aimed at a special category of people. A small number of works on this topic indicate the need for a more detailed study of the issue.

scholarly journals Russia — a Eurasian Civilization

2021 ◽  
Vol 14 (2) ◽  
pp. 26-39
Author(s):  
A. I. Subetto ◽  
V. A. Shamakhov
Keyword(s):  
21St Century ◽  
Energy Cost ◽  
Dominant Role ◽  
Cold Climate ◽  
Russian People ◽  
The World ◽  
Special Value ◽  
Western European ◽  
Noospheric Strategy

The article argues that Russia as a “Eurasian civilization”, precisely as a “Eurasian” one, is the only civilization in the world. In the process of civilizational-Eurasian genesis, the historical synthesis of the “Western” (European) and “Eastern” (Asian) principles, expressed in its special value genome, is performed in it. Due to the “cold” climate in the Eurasian territory occupied by Russia, it is the highest energy-cost civilization and, therefore, — a civilization with the dominant role of the cooperation law. The Russian people, due to the peculiarity of their value aspirations, which F. M. Dostoevsky defined as “all-humanity”, became the founder of Russian civilization and the bearer of polyethnic cooperation (the Russian super-ethnos according to L. N. Gumilyov). As a “civilization of the Truth”, Russia is called upon to become a leader in the implementation of the noospheric strategy of mankind ecological survival, outside of which ecological destruction awaits them in the 21st century.

scholarly journals COVID-19 in modern Russian laughter discourse: psycholinguistic method of devaluation of danger as an effective method of psychological protection

2020 ◽  
Vol 1 (2) ◽  
pp. 4-16
Author(s):  
Irina S. Karabulatova
Keyword(s):  
Theory And Practice ◽  
Fake News ◽  
The Unconscious ◽  
Russian People ◽  
News Stories ◽  
The Everyday ◽  
The World ◽  
The Subject ◽  
The Stability ◽  
Modern Russian

The mysterious Russian soul is always looking for non-trivial aspects of a problem. The modern coronavirus pandemic (COVID-19) has become the subject of ridicule in the everyday laughing practices of Russian people. In this case, the laughing discourse acts as a form of psychological defense and struggle against the inevitable evil. The importance of the research is due to the lack of knowledge of the communicative and cognitive aspects of laughter discourse and the need to study the modern anecdote on the topic "coronavirus pandemic" in the aspect of forming the stability of the human psyche in the conditions of pandemics and isolation. The relevance of this work is also determined by the fact that it expands the empirical base of discourse linguistics, LSP theory and practice, motivology and emotive linguistics, whose interests include consideration of the problem of the influence of emotions on language. The relevance of the work also lies in the fact that special attention is paid to the little-studied phenomenon of "black humor", which is vividly represented in the laughing discourse about coronavirus. Unfortunately, today Russia occupies the leading positions in terms of the number of people infected with virus COVID-19. Archetypal fear of unknown Evil, of invisible death evoke chthonic experiences of the unconscious from the depths of the subconscious, actualizing the laughable techniques of devaluing danger as one of the effective methods of psychological protection. The world stereotype defines Russian people as frowning and unsmiling, extremely hostile to the world around them. The article reveals the specifics of modern Russian anecdotes about COVID-19. This allows the reader to understand what the stress resistance and resilience of the Russian person in a situation of degenerate press of negative information in various media is. This situation is complicated by fake news stories about the pandemic. What are Russian people laughing at during the pandemic? What helps them survive and stay mentally healthy in this situation? What is the specifics of Russian jokes about the pandemic? How do these anecdotes structure a person's inner space in a new way? What Parallels can we find in a laughing culture that plays up the stigmatized situations of tragedies, wars, and epidemics? This article is intended as an attempt to answer these and other questions.

scholarly journals The role of the Moscow Slavophils in the release of Bulgaria from the Ottoman yoke

2020 ◽  
pp. 135-162
Author(s):  
Marina G. Smolyaninova ◽  
Keyword(s):  
Political Freedom ◽  
Russian Society ◽  
Historical Events ◽  
Russian People ◽  
The World ◽  
Archival Documents ◽  
The Cost ◽  
Xix Century ◽  
Bulgarian People

In 1396 the Ottomans occupied Bulgaria. It disappeared from the world map, becoming part of the Ottoman Empire. In the XIX century Russian society contributed to the spiritual revival of the Bulgarian people. I.S.Aksakovbelieved that Russia should help not only the spiritual revival of the Bulgarians, but also the acquisition of political freedom, lost in the XIV century.On April 12, 1877, Emperor Alexander II declared war on Turkey. At the cost of enormous human sacrifice, the Russian people freed Bulgaria from slavery, which, after 500 years of non-existence, reappeared on the world map. In the modern press, it can be observed that Russia's role in the liberation of Bulgaria from the Turkish yoke is reappraising. Some scholars believe that the Russian-Turkish war of 1877-1878 was not liberating, but conquering, occupying. The article refutes the opinion of false scientists who seek to distort the truth based on archival documents, as well as on the testimonies of eyewitnesses of historical events (including the testimonies of Bulgarian writers of that time - Petko Rachev Slaveykov, Ilya Blyskov, Vasil Drumyov, Ivan Vazov and others). Ivan Vazov called the Russian soldiers "Knights of Good." P.R. Slaveykov wrote: "Russia has given us freedom with its blood."

scholarly journals Bestiary of the Russian Language: Ways to Fill Gaps in the Designation of Females and Cubs

2020 ◽  
Vol 2020 (3) ◽  
pp. 93-102
Author(s):  
Li Li
Keyword(s):  
Russian Language ◽  
National Language ◽  
The World ◽  
Active Processes ◽  
The Russian Language

The role of the bestiary of the Russian language in the national language picture of the world as a constantly expanding layer of vocabulary is shown. The bestiary is represented by three groups-basic paradigms (complete, incomplete, and unfilled). In complete paradigms, suppletive formations are of particular interest. For this group it is marked a tendency to a leveling of the paradigm by creating a motivated neoderivatives. In incomplete paradigms, represented by two varieties, there are also active processes of expansion due to differentiation by gender or designation of the cub.

Furor Liturgicus: The Religious Concerns of Russian Poetry

2020 ◽  
pp. 395-411
Author(s):  
Martha M. F. Kelly
Keyword(s):  
Eighteenth Century ◽  
Human Life ◽  
Literary Tradition ◽  
Russian Literature ◽  
The Body ◽  
Poetic Tradition ◽  
The World ◽  
Russian Poetry ◽  
Modern Russian

In a now classic 1994 article Victor Zhivov counters the idea that the eighteenth-century quest to create a modern Russian literature represented a wholesale rejection of Russia’s previous literary tradition. He shows instead how poets appropriated elements of Orthodox liturgical tradition in a bid to adapt the classical notion of ‘furor poeticus’, marking it by the eruption of Church Slavonic norms into modern poetics. This chapter demonstrates how, as Zhivov contends, elements of Orthodox liturgical culture have continued to shape the modern Russian poetic tradition from the eighteenth century into the present. In particular, Russian poets have long presented poetry as uniquely able to transform the world by drawing on Orthodox imagery of theosis or divinization—the transfiguration of human life and thus the world, by the divine light and being. The liturgically inflected religious concerns of Russian poetry that sections address include prophecy, human co-creation with God, the problem of the body, and the role of silence.

Diminutive Functioning in Modern Russian Speech

2020 ◽  
Vol 81 (5) ◽  
pp. 49-54
Author(s):  
N. A. Nikolina
Keyword(s):  
Subjective Assessment ◽  
Russian Language ◽  
Consumer Service ◽  
The World ◽  
The Russian Language ◽  
Modern Russian

The article discusses the features of diminutives in modern Russian speech. The focus is on the use of expressive diminutives, mainly nouns. The main areas of the use of derivatives with suffixes of subjective assessment in Russian speech at the turn of the 21th century are distinguished: unceremonious treatment, communication with children, the gastronomic sphere and consumer service situations. The evaluative ambivalence of expressive diminutives and an increase in the number of contexts involving these derivative words to express irony are stated. A number of trends in the use of expressive diminutives in modern Russian speech are revealed: the use of derivative words, in which the affix semantics contradict the meaning of the stem, and the distribution of status category words and adverbs with diminutive suffixes. The role of diminutives in the Russian language picture of the world and its dynamics associated with changes in the nature of the use of the derivatives in question are emphasized.

scholarly journals Estonianness (lith. ‘estiškumas’) in Lithuanian from the perspective of economic linguistics

2017 ◽  
Vol 8 (1) ◽  
pp. 359-375
Author(s):  
Jolanta Zabarskaitė
Keyword(s):  
Social Sciences ◽  
Real Life ◽  
National Language ◽  
Semantic Structure ◽  
Community Based ◽  
The World ◽  
The Media ◽  
Sociocultural Consciousness ◽  
The Impact

Processes are taking place in the 21st century that are altering the role of language and society’s attitude towards language. The virtualisation of the world, the influence of the media, and the processes of globalisation are all driving a shift in the role of language. This has made linguistics, as well as other humanities and social sciences, turn back to neuroscience and a focus on cognitive processes.The interaction between linguistic processes and real-life evolution has two axes, with semantic structure analysis playing an important part on the linguistic plane, and analysis of the impact of language on real-life processes. The economic linguistics approach makes it possible to tie the predominant sense elements of any concept to the linguistic worldview of the national language and the sociocultural consciousness of the actual language community.The objective of this article is to introduce several linguistic ideas by revealing: 1) the method of reconstruction of deep semantic structures – the ‘semantic dowry’ analysis; 2) the method of identifying the predominant sense elements of a concept in the sociocultural consciousness of an actual language community based on the approach of economic linguistics. In order to demonstrate how this method works, the article identifies the predominant sense elements of the concept estiškumas (‘Estonianness’) denominated by the lexemes estas/estė/estai (‘Estonian’, N, SG-M/SG-F/PL) and estiškas/estiška (‘Estonian’, ADJ, M/S).Kokkuvõte. Jolanta Zabarskaitė: Eestist leedu keeles. Lekseemist estiškumas (‘eestilik’) leedu keeles majanduslingvistika vaatepunktist. 21. sajandil käimasolevad protsessid muudavad nii keelte rolle kui ka ühiskonna suhtumist neisse. Maailma virtualiseerumine, meedia mõju ja globaliseerumisprotsessid põhjustavad keele rollide muutumise. See on sundinud keeleteadust nagu ka teisi humanitaar- ja sotsiaalteadusi pöörduma neuroteaduste juurde ja keskenduma kognitiivsetele protsessidele. Keeleliste protsesside ja reaalse maailma evolutsiooni vahelisel vastastikmõjul on kaks telge: tähendusstruktuuri analüüs, mis mängib olulist osa keelelisel tasandil, ning keele mõju analüüs reaalse maailma protsessidele. Majanduslingvistiline lähenemine võimaldab siduda ükskõik millise mõiste peamised tähenduselemendid riigikeele keelelise maailmapildi ja tegeliku keelekogukonna sotsiokultuurilise teadvusega. Käesolevas artiklis tutvustatakse 1) semantiliste süvastruktuuride rekonstrueerimise meetodit ning 2) majanduslingvistilisel lähenemisel põhinevat meetodit, mis võimaldab tuvastada mõiste peamisi tähenduselemente tegeliku keelekogukonna sotsiokultuurilises teadvuses. Kirjeldamaks valitud meetodi rakendumist, selgitatakse lekseemide estas/estė/estai (‘eesti’, N) ning estiškas/estiška (‘eesti’, ADJ) näitel mõiste estiškumas (‘eestilikkus’) peamisi tähenduselemente.Märksõnad: eestilikkus; majanduslingvistika; semantika; tähendus; alltähendus; diskursus

scholarly journals The Status and Role of English as a Language of Administration in Bhutan

2020 ◽  
Vol 2 (4) ◽  
pp. 31-43
Author(s):  
Karma Tshering
Keyword(s):  
English Language ◽  
Descriptive Statistics ◽  
National Language ◽  
The World ◽  
English Usage ◽  
The Status

English as a language of the world has reached into the tiny Himalayan Kingdom of Bhutan from the time of the colonisation of India by the British and this paper examined the status and role of English as a language of administration in the country. English in Bhutan is regarded as EFL while Nepal and Bangladesh has the status of L2. Therefore, why not the status of English in Bhutan is L2 as the country lies in the same geographical zone- sharing boarders with India and Nepal. The results presented in this paper accounts with various views and opinions given by 104 respondents from different organisations. The data obtained were analysed using descriptive statistics and the study found out that English in Bhutan has the status of L2 by having adopted it as a language of administration, education, media, businesses, etc. The findings revealed that English is used more than the national language Dzongkha with more than (80%) of the tasks being performed in English in various domains. The study also showed 100% English usage in banking, communication outside the country and 90-100% in e-communication, confirming the fact that English is used as a language of administration. Interestingly, this study reported that English language is preferred in the families as a language of convenience.

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