КОММУНИКАТИВНАЯ ЭФФЕКТИВНОСТЬ И ЛИНГВОКУЛЬТУРНАЯ ИНФОРМАТИВНОСТЬ НАЗВАНИЙ РИТУАЛЬНЫХ АГЕНТСТВ

Мир науки. 2019. Т. 10. № 4. С. 1–25.

Panteleeva L.

The article is devoted to revealing the features of the modern funeral semiosphere in the area of intersection of folk urban culture and consumerism culture. As the material of analysis, the advertising names of the ritual agencies of the city of Perm are used. The research methodology is interdisciplinary in nature, since the advertising name of commercial organizations is both a unit of the language system and an element of the cultural space. Research procedures are carried out in several stages. At the first, the communicative conditions for the functioning of the advertising of funeral services in the information space of the city and the main features of the communicative model, within which the suppliers and consumers of funeral services interact, are determined. At the second stage, the correspondence of real communicative practice with the developed model is checked by identifying communicatively effective nominations of ritual agencies. The revealed patterns allow us to conclude that the advertising text addressed to the masses has a variegated structure: the advertiser's language strategies do not always meet the parameters of the target audience and the communicative situation. In those cases when the associative-semantic content of the advertising name is understandable to the addressee, there should be an intersection of cultural categories stored in the minds of the average representative of the linguistic and cultural community and embedded in the advertising message. It is in this area that the connections between folk culture and the culture of consumerism are manifested. At the third stage, a linguoculturological interpretation of the results is carried out. Features of the funeral semiosphere in the area of intersection of cultures are established taking into account criteria such as the frequency of linguistic signs, prevailing topics, the nature of evaluation and genesis.

Keywords: городская культура, urban culture, communicative effectiveness, the semiosphere of funeral, the culture of consumerism, the area of intersection of cultures, advertising name, linguocultural information, семиосфера похорон, культура консюмеризма, пространство пересечения культур, рекламное имя, коммуникативная эффективность, лингвокультурная информативность