Статьи журнала - Вестник Волгоградского государственного университета. Серия 2: Языкознание
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“Militancy” concept-sphere's semiolinguistic actualization in advertising discourse
Статья научная
The paper focuses on the clusters of signs that support semiosis of belligerency and contribute to actualization of the concept-sphere “Militancy” in creolized advertising texts. The objectives of this study were to summarize the global research experience on the semiolinguistic and lingua-cultural phenomenon of advertising in connection with relevant discursive practices in the form of a creolized (poly-coded) text, to describe the Militancy's use as the psychological phenomenon in the semiosis of advertising through the cognitive conglomerate “Militarity”, which is represented as the concept-sphere in the totality of such concepts as “War”, “Weapon”, “Ammunition”, “Hostilities” “Aggression”, “ Demolition”, “Homicide ” (“Termination of Life“).The substantial, figurative and valuable characteristics of the entire concept-sphere were considered in their connection with the constituent concepts. The authors pointed that militarity is a typical characteristic ofmodern ludic culture and it is actively exploited byadvertising creative actors in formation of a semiotically saturated multi-code advertising text by means of an extensive cluster of militaronyms that denotes warfare and incorporates relevant aggressive images into the advertising discourse, thereby reinforcing and broadcasting ideas of achieving victory “in the fronts” of the advertising wars, in the “battles” of brands, or manufacturing companies. It is proved that militancyis reflected in the nominations and names of computer games and is supported in the semiosis of cyber space through using militaronyms (demolitonyms; instrumentatives; impetocaptives; locatives). Militancy in the semiolinguistic and discursive space of cinema advertising is discovered through semiosis of armabellitonyms and demolitonyms.
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Статья научная
The article offers a solution to the problem of effective communication through the construction of discursive technology that is called the “Smart Tuning” technology(STT). It is positioned as one of the most effective means of achieving results in media discourse. The STT is aimed at identifying cognitive-communicative parameters and linguocognitive mechanisms that enhance the impact. The main methods used in the research include cognitive modeling, inference-driven interpretation and linguoaxiological analysis. One of the hot topics today “coronavirus vaccination” allows us to demonstrate how media discourse is managed through the powers of discourse. The peculiarities are highlighted and the hard, soft and smart discourse powers example analysis is provided. It is proved that the action of each power is based on revealed parameters (the situation attractiveness, the horizon of the addressee's expectations, the communication mode, the strength of the addresser's position, the message attraction, harmonization, modalization, patterning, multimodality, synergy, sense-rhythmic modulations, tension) and is promoted by mechanisms (involvement, defocusing, dialogization, imagining, inspiration, metaphorization, personalization, positioning, reframing, spin-doctoring, focusing, framing). It is shown that, depending on the social status of the addressee, the relationship between the addresser and the addressee, the strength of the addresser's position, the message importance, the most effective discursive power are selected to provide more efficient impact. Such mechanisms as focusing, framing, imagining, positioning were revealed as the most frequent. In the future, it is possible to expand the analysis on the material of other discourse types in other languages.
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