Рекламный дискурс: особенности функционирования ономатопеи
The collected papers contain articles by famous and young scientists on actual problems of philology (cognitive linguistics, lexical semantics, semiotics, pragmatics, text linguistics, stylistics; poetics, literary criticism; translation, intercultural communication). The issue also presents research on foreign language teaching methods. The edition is addressed to linguists, translators, teachers, postgraduates, students and a wide readership.
The article analyses within a pragmaphilological framework the communicative function and linguistic form of birchbark letters no. 5 from Tver’ (Tv5) and no. 286 (N286) from Novgorod. In the case of Tv5, we propose that the letter can best be understood if we assume two instances of direct speech without any markers of reportedness. With regard to N286, we will argue that what seems to be another case of direct speech lacking an introductory verbal tag should in fact be interpreted as an instance of the necessitive use of the imperative.
This article is devoted to a problem of development of modern German discourse of advertising. Properly selected linguistic means allow for success of the advertising texts. Today it is more important to put emphasis on the creation of the ideal image of the consumer rather than demonstrate the value of the product to the customer. So the structure and components of modern advertising texts differ from the text of the end of the twenties century. Presently the slogan is the most important and long-term part of the modern advertisement. It transfers the essential meaning of the whole message. Consequently, the creation of a slogan requires specific linguistic methods.
This article deals with onomatopoeic advertising discourse. We attempt to examine the capability of sound imitation in cohesive texts, based on the concepts of textuality developed by Beaugrande and Dressler. We also consider stylistic aspects of sound imitation in advertising and trace the manifestations of different kinds of expressive means in onomatopoeic texts. The article aims to find out how different stylistic means manifest themselves in onomatopoeia and examines the phonograph and phonomorphology of advertising onomatopoeia, its structural features and rhyme. To obtain more objective information concerning the use of onomatopoeia and its specific individual expressive forms in advertising, we also conducted a survey of potential buyers (native speakers) aimed to show how effective these advertisements could be for them personally when they choose goods. Having divided and systematized the received preferences, we attempt to define, what exactly makes advertising noticeable for the buyer in various cases. We have conducted our analysis, based on the comments received, and made appropriate conclusions.
This paper deals with the Semantics/Pragmatics distinction in a contrastive ethnolinguistic aspect. I argue for the validity of this distinction based on cross-linguistic data. My claim is that the specificity of the so-called language key words [Wierzbicka 1990:15-17] - linguospecific items particularly representative of a given language speakersђ mentality - is due to pragmatic rather than semantic peculiarities. These pragmatic peculiarities distinguish the key words both from their synonyms within the same language and their counterparts in other languages. The languages under discussion are Russian and English, analyzed within a combined frame of Integral Language Description model [Apresjan 1995:8-238] and Wierzbickaђs ethnolinguistic approach.