scholarly journals Transformations of phraseological units in Russian and Slovak advertising slogans

2021 ◽  
pp. 11-17
Author(s):  
Lukas Gajarsky ◽  
◽  
Olga E. Iermachkova ◽  
Andrea Spisiakova
Keyword(s):  
Primary Task ◽  
Communication Media ◽  
Dominant Position ◽  
Potential Buyer ◽  
Slavic Languages ◽  
Word Play ◽  
Language Transformation ◽  
Fixed Expressions ◽  
Linguistic Means ◽  
Modern Russian

The paper presents the problem of transformations of phraseological units in modern Russian and Slovak advertising slogans. The primary task of the advertising slogan is to attract the attention of the recipient, to interest a potential buyer, to motivate him to buy certain products. When classical linguistic means and techniques turn out to be ineffective or outdated, the creators of advertising slogans resort to various transformations of the existing material well-known to a certain society, word play and other experiments with language. Transformation of phraseological units is a justified, effective and highly relevant method of attracting attention in various spheres of communication (media, fiction, Internet, blogs, advertising, politics, etc.). This technique has occupied the dominant position in advertising for more than a decade, since fixed expressions or allusions to them appeal to the wisdom of the nation, its origins, and evoke positive images in memory. The purpose of this article is to identify the transformations of phraseological units in advertising using the example of two Slavic languages, to analyse specific examples of transformations created by Russian and Slovak authors, to consider the methods of creating such transformations, to note their features and to draw appropriate conclusions.

THE MAIN DIRECTIONS IN STUDYING OF THE MODERN RUSSIAN-LANGUAGE PR-DISCOURSE

Yazykoznaniye ◽  
2021 ◽  
pp. 82-91
Author(s):  
A.Yu. KHAKHALEVA
Keyword(s):  
English Language ◽  
Russian Language ◽  
Approaches To Studying ◽  
Linguistic Pragmatics ◽  
Positive Image ◽  
The Subject ◽  
Lexical Composition ◽  
The Russian Language ◽  
Linguistic Means ◽  
Modern Russian

The article discusses the main approaches to studying the modern Russian-language PR-discourse that represents a relatively new and actively developing sphere of communication. First of all, the researchers of the Russian-language PR-discourse analyze its lexical composition. In particular, they consider the ways of adapting the English-language PR-terms that play an important role in reflecting new objects of extralinguistic reality. Moreover, the linguistic means of this type of discourse are studied from the perspective of linguistic pragmatics. The works in this area emphasize the importance of such way of speech impact as suggestion and the corresponding pragmatic methods that is determined by the manipulative character of the Russian-language PR-discourse. In the light of this peculiarity, the linguists are also interested in the process of mythologization that consists in distorting the connections between the objects of reality and is aimed at creating the positive image of the subject of PR-communication.

scholarly journals On form and function of politeness formulae

2014 ◽  
Vol 10 (2) ◽  
Author(s):  
Katrin Schlund
Keyword(s):  
Empirical Data ◽  
Politeness Theory ◽  
Language System ◽  
Form And Function ◽  
Slavic Languages ◽  
Linguistic Politeness ◽  
And Function ◽  
Linguistic Means

AbstractThis paper focuses on the notion of politeness formulae in linguistic politeness research. It argues that the formal make-up of politeness formulae is crucially motivated by their function. The major claim of this paper is thus that there is a link between form and function of expressions of linguistic politeness. The usefulness of this account will be illustrated by the analysis of empirical data from Slavic languages and German. Reference to Roman Jakobson’s markedness theory will show that the choice of linguistic means is not only dependent on concrete contexts (as is usually claimed in linguistic politeness theory) but also motivated by the language system itself.

scholarly journals MEANS OF EMOTIVES’ INTENSIFICATION

2019 ◽  
pp. 117-126
Author(s):  
Olena Kulchytska
Keyword(s):  
Likert Scale ◽  
Semantic Field ◽  
Semantic Level ◽  
Word Play ◽  
Graphic Symbols ◽  
Pragmatic Analysis ◽  
Truth Conditional ◽  
Definition Of ◽  
Linguistic Means

The article is devoted to the study of linguistic means of realizing pejoration in the novels by S. Mayer. The topicality of the study is caused by scholarly necessity and importance of studying pejoration from anthropocentric viewpoint, since this vocabulary is rapidly developing and requires analysis and research from different positions. Moreover, the emotive component and the evaluative category in pejoratives have been insufficiently studied. The following definition of pejoratives has been put forward: they are lexemes that have negative, emotionally loaded expressive evaluation and create preconditions for the achievement of an illocutionary goal. They belong to the low style, have a synonym in neutral vocabulary register, have denotative and connotative components of meaning, are prone to change the sign of evaluation, in terms of hybrid semantics have both truth-conditional and use-conditional components and are contextually preconditioned. Vocabulary, the pejorative meaning of which is denotatively registered in lexicographic sources is determined as absolute. Pejoratives, whose meaning is not lexicographically registered, are classified as relative. Semantic field of pejorative vocabulary corpus consists of the nucleus, close and distant periphery. All means of distant periphery serve as intensifiers of pejorative meaning. On the semantic level pejoratives may function as a metaphor, epithet, oxymoron, hyperbole, litote, metonymy, simile, irony and sarcasm. On the syntactic level pejorative vocabulary is integrated into interrogative constructions, inversions, syntactic reductions, stylistic repetitions, antithesis, and word-play. The degree of expressiveness of pejorative meaning has been estimated by means of Likert scale, and it includes the following items: punctuation, semantic and stylistic means, syntactic and stylistic means, graphic symbols, nonce-words and adj/adv + n structure. Pragmatic analysis has yielded the following result: pejoratives are potentially manipulative linguistic means.

scholarly journals THE SEMANTIC CHANGES IN THE VOCABULARY(ON THE BASIS OF THE RUSSIAN AND AZERBAIJANI LANGUAGES)

HOMEROS ◽  
2020 ◽  
Vol 3 (3) ◽  
pp. 97-104
Author(s):  
Sevinj MAHARRAMOVA
Keyword(s):  
Historical Development ◽  
The Other ◽  
Slavic Languages ◽  
The Past ◽  
Part Of Speech ◽  
Concrete Part ◽  
Lexical Items ◽  
Modern Russian

The article deals with the analysis of the semantic changes in the vocabularies of the Russian and Azerbaijani languages caused by the influence of the different factors. Semantic archaisms are systematized according their belonging to the concrete part of speech (nouns, adjectives, verbs) and given in the appropriate tables. The reasons of the semantic changes during the historical development of the language are explained. Some Russian semantic archaisms are still used in the other Slavic languages (Ukrainian, Polish, Serbian). The historical excursus is carried out in the article, as necessary. So though the meanings of the Russian and Azerbaijani words considered in the article are archaic they are preserved in the structure of the modern words and might be relevant to the specific fields. They are used as terms in the different fields of science, they are preserved in the dialects, folklore. They are also important components of idioms, proverbs, sayings as they are relics of the past retained in the modern Russian and Azerbaijani languages. They have their own characteristics that makes them unique lexical items. Research of such semantic changes caused by the different factors is very interesting and significance both from the linguistic and historical standpoints.

scholarly journals Means of Implicitness in Russian Political Weblogs

2020 ◽  
Vol 11 (4) ◽  
pp. 733-744
Author(s):  
Natalya Yu. Vidineeva
Keyword(s):  
Media Studies ◽  
Communication Media ◽  
Genre Studies ◽  
The Internet ◽  
Media Development ◽  
Research Task ◽  
General Scientific ◽  
Hybrid Genre ◽  
Linguistic Methods ◽  
Linguistic Means

The study concerns genre characteristics of weblogs as well as the analysis of linguistic means of implicitness in political weblogs. The ongoing communication media development challenges researches with the investigation of its features. From the linguistic standpoint, the genre approach to media studies seems to be the most relevant. We assume that pragmatic genre studies meet the needs of weblogs investigation in the best possible way. This is due to taking into consideration the genre interlocutory nature and the factors of the speaker and the recipient. A weblog is a hybrid genre originating from personal diaries. We argue that weblogs can be considered a hypergenre which combines a weblog entry and commentaries to it. The theory of linguistic means of implicitness is developed by a number of researches. We aim at investigating the means of implicitness which bloggers tend to use. The relevance of implicit meaning studies lies in the lack of consensus on the nature of implicitness. Moreover, we consider it relevant to develop types of linguistic tools that implement implicit meanings. One more pressing research task is the description of linguistic means of implicitness typical of the Internet genres, specifically of the weblog genre. The study was conducted using qualitative general scientific and linguistic methods. The results show that Russian-speaking bloggers tend to use connotative words, idioms and allusions to implicate a negative assessment of political figures and events.

Information Structure in Slavic

2014 ◽  
Author(s):  
Katja Jasinskaja
Keyword(s):  
Word Order ◽  
Information Structure ◽  
Negative Polarity ◽  
Focus Particles ◽  
Slavic Languages ◽  
Concise Overview ◽  
Narrow Focus ◽  
Free Word ◽  
Linguistic Means ◽  
Focus Projection

This chapter presents a concise overview of the linguistic means that express categories of information structure (IS) in Slavic languages. Concentrating especially on (a) the realization of broad vs narrow focus (focus projection); and (b) the expression of given information, topic, and delimitation, the chapter covers intonation and ‘free’ word order—the two most widely discussed ways of IS encoding. It further presents less well studied IS-sensitive devices and phenomena in Slavic: clefts, predicate doubling, topic and focus particles, as well as the interaction of IS with the Slavic clitic systems, in particular, in the expression of positive and negative polarity (or verum) focus.

Конструкции с предлогом О со значением ‘основания деятельности, средства’: инновация или индоевропейское наследие?

2021 ◽  
Vol 64 (2) ◽  
pp. 279-291
Author(s):  
Людмила В. Братухина ◽  
Александр Ю. Братухин
Keyword(s):  
Ancient Greek ◽  
Old Russian ◽  
Slavic Languages ◽  
Bible Translations ◽  
Slavonic Language ◽  
The Creation ◽  
Instrumental Case ◽  
Biblical Texts ◽  
Modern Russian

The paper is devoted to analyzing examples of the use of constructions “O + locative”, which have the meaning of “basis of activity, instrument”. Our interest in these examples is due, firstly, to the fact that this meaning of the preposition O is completely absent in modern Russian. Secondly, in some cases, this construction found in Old Slavonic texts is replaced in Church Slavonic by the construction “ВЪ + locative”, which is a calque from the ancient Greek construction “έν + dative” (often having the meaning of “a tool”) but this substitution is inconsistent. Thirdly, the constructions “O + locative” and “BЪ + locative” appear in the Old Slavonic manuscripts in parallel. The main aim of the study is to identify the shades of meaning that the creators of Old Slavonic texts distinguished in the ancient Greek construction “έν + dative”, choosing “O + locative” as a variant of translation; and to determine whether the indicated meaning of the preposition O was original in the Slavic languages or this preposition was acquired in the process of translating Biblical texts.The research is based on the Sinai Psalter, the Zographic and Ostromir Gospels, the Ostroh and Elizabethan Bibles as well as the examples (contained in the dictionaries of the Old Slavic, Old Russian, and Church Slavonic languages) from the Mariinsky Four Gospels, Assemaniev’s Gospel, Savin’s book, Euchology of Sinai, and Supralsky manuscript.The construction “έν + dative” is translated not only by “O + locative”. The former is also regularly translated by constructions of the instrumental case without a preposition (in Old Slavonic and Church Slavonic texts). The possibility of forming of the meaning of the action source under the influence of the construction “OTЪ + genitive” is also considered. In general, the dynamics of evolution of the meaning of “O + locative” is traced in the paper. It is concluded that the analyzed “O + locative” construction acquired the meaning of “basis of activity, instrument” at the time of the creation of Old Slavonic Bible translations. This is due to the process of reflection on the text, which became possible with the appearance of the written Slavonic language and the comparison of this construction with a simple instrumental case, combinations of “OTЪ + genitive” and “BЪ + locative”, which in some cases acted as synonymous and could be chosen by translators either spontaneously or with the aim to express nuances of meaning. This is demonstrated with the elimination of ancient Greek tracing, as well as the reverse replacement of “O + locative” by “BЪ + locative”. The instrumental case without a preposition was similar to “O + locative” in the expression of the causal meaning as well as in indicating the source of the action; the con- struction of “OTЪ + genitive”, in addition to the similarity of meaning, in terms of spelling and phonetics also resembled “O + locative”. The construction “O + locative” turned out to be more stable in the cases of indicating an animate source or basis of activity.

scholarly journals On some Semantic Differences between Verbal Forms of the Past Tense in the Albanian Language

2015 ◽  
Vol 3 (1) ◽  
pp. 226
Author(s):  
Alma Pinari (Kallari)
Keyword(s):  
Past Tense ◽  
Functional Level ◽  
Verbal System ◽  
Slavic Languages ◽  
The Past ◽  
Different Levels ◽  
Linguistic Means

In the studies on Albanian verbal system, linguists do not share the same opinion about semantic differences among verbal forms of the past. In some juxtapositions of verbal forms of the past, linguists distinguish aspect meanings or nuances, which, according to them, characterize the action by its feature of finiteness / infiniteness. In the following article efforts argue the view that the distinction among forms of Albanian past has nothing to do with the aspect as a morphologic category, present in the Slavic languages. It elaborates the idea that the meanings or nuances acquired by forms of indicative past interacting with some context elements characterize not only realization of tense categorical meanings, but also several other meanings of aspectual but not aspect character. Aspectual phenomena (meanings) stand out in the functional level by interaction linguistic means of different levels.

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