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Модель мовної особистості в українськомовній рекламі ХХІ століття

100%
Ivanova I.
Intercultural Communication
|
2017
|
issue 2
88-96
EN
The article deals with content, scope and structure of the "linguistic identity" concept and describes two types of identity patterns used in modern Ukrainian advertising language. Purpose is the examination and analysis of the content, roles, and reasons for the use of specific verbal components which are nominated by the models of linguistic identity. Also, the purpose is to analyze the influence of these components on intercultural communication processes as significant elements belonging to a nation and culture. The article focuses on the most popular and effective manipulative techniques of modern Ukrainian advertising. Methods combine general scientific approaches that are inductive and deductive as well as the method of interdisciplinary study. Results. Ukrainian advertising language involves a lot of status, role and personal qualities. It’s driven by goals of further structuring and operation of linguistic identity models. Among the most used models are "mediator-leading" and "Ukrainian-Cossack" man characters. It is also desirable to pay attention to a number of comic and fantastic, male and female and other characters that shape images of modern advertising. The image of man in all its language manifestations makes it possible to identify the main trends of society, language and culture. Ukraine and Ukrainians are not exception.
2
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Концепти „Україна” та „Європа” як засоби увиразнення рекламних текстів

88%
Areszenkowa O.
Studia Ucrainica Varsoviensia
|
2015
|
vol. 3
21-35
PL
The forms of expression and functioning of concepts „UKRAINE” and „EUROPE” in advertisement texts are examined. The features of forming of evaluation and expressive constituent of conceptual maintenance are traced.
3
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Специфика речевого воздействия в рекламе (на примере российских женских журналов)

88%
Wasiluk J.
Acta Polono-Ruthenica
|
2019
|
vol. Tom 2 Nr XXIV
125-138
EN
This article analyses advertising texts published in the Russian magazines for women and indi-cates the importance of the selection of appropriate graphics and lexical means (including word-for-mation). The aim of the analysis is to present the typology of linguistic means which are most commonly used in advertising texts, especially considering the contemporary of life in society. Cur-rently, we increasingly feel the lack of time and we are bombarded by new objects and concepts that appear at almost every step. The creators of advertising texts try to attract the attention of consumers in a variety of ways, so as to encourage them to buy goods. The big, if not the leading role is played by the language of advertising, which is reflected in the various forms of play on words as well as in the form of newly created words.
4
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Потеря Я-уникальности как элемент пропаганды в языке советской публицистики

88%
Ivanova I.
Studia Rossica Gedanensia
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2022
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issue 9
133-143
EN
The loss of SELF-uniqueness as a propaganda element in the language of Soviet journalism The article describes the process of planned influence on people’s psyche by means of verbal manipulation, propaganda tactics taken from advertising tradition, as well as its various forms aimed at controlling consumer awareness in the Soviet reality of the 1930s and 1940s. A comprehensive methodological approach was used in the study, combining various methods (inductive and deductive as well as descriptive and interpretative). The study has proved that the tendentious and trite model of suggestive advertising texts as a combination of propaganda goals and consumer information, rejecting any creativity and individuality, caused the destruction of social consciousness and dehumanization of a man enslaved by the Soviet totalitarian system. The paper shows political Russification activities aimed at the destruction of the Ukrainian nation, emphasizing the description of the linguistic genocide situation. It has been observed that Ukrainian intellectuals’ attitude towards the Ukrainian culture and language was not always responsible. Negative effects of the mechanisms creating a new social unit, indifferent to the cultural property and art of their own nation, as well as constituting a new mythology have been noticed. It has been found that some of the then Ukrainian activists saw an opportunity to counter the influence of the Soviet propaganda in the restitution of SELF-uniqueness, national awareness and return to national cultural traditions. The conducted analysis has also revealed the quasi-polemical nature the language of Soviet journalism, which designed a parallel reality.
5

Manipulieren mit der Sprache durch Bewerten: exemplarische Analysen (anhand von Pressebelegen)

75%
Błachut E.
Studia Linguistica
|
2015
|
issue 34
37-49
EN
The paper discusses the language as the way of manipulation and evaluation. It begins with the explanation of the term ‘language manipulation’ in relation to my reflections on the evaluative speech. I imply that the linguistic ways of manipulation could be divided into (a) a positive way to convince or to influence somebody (for his/her advantage) and (b) a negative way to convince or to influence somebody (for self-interest) that is to disguise one’s true interests. The evaluative function is neither a distinctive nor a defining feature of one’s manipulative statements and vice versa. These both functions of the language in use (that is the evaluative and the manipulative) are connected to discourses where the evaluative and manipulative structures are used (e.g. political discourses, advertising text) and where the intention of the speaker to evaluate and to manipulate can be indicated. The interpretation of these both functions of the language (in use) by the receiver is extremely difficult and may always remain an issue for further discussion. That is why some randomly chosen grammar structures (for example “mein(e) X ist dein(e) X” [my X is your X], “X mit X” [X with X], “X-Werte für Y” [X-value term for Y] etc.) presented in this paper cannot be cosidered a system or to be of methodical, systematic nature. It is rather an interpretative or explanatory description of the chosen specific and authentic corpus-driven examples from the domain of politics and advertising.
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