Рекламный текст в аспекте лингвокулътурных сравнений
Advertisement Discourse in Lingua-cultural Comparative Aspect
Author(s): Rozzana KurpnieceSubject(s): Language and Literature Studies
Published by: Vytauto Didžiojo Universitetas
Keywords: value paradigm; cultural attitudes; advertisement discourse; stereotype
Summary/Abstract: The article deals with dominant cultural attitudes of modern advertisement text in comparison with traditional paradigm of cultural attitudes and values. The linguistic material of comparative studies consists of cultural-linguistic experience, which is reflected in "precedent" units and slogans of Russian mass media advertisements, which are familiar to the statistical speaker. Cultural tendencies of modern and traditional advertisement discourse are compared on the basis of "precedent" texts and advertisement slogans. The author presents a formation of new cultural meanings and value paradigm in the advertisement discourse.
Journal: Žmogus ir žodis
- Issue Year: 09/2007
- Issue No: 3
- Page Range: 38-43
- Page Count: 6
- Language: Russian