Precedent Anthroponyms of Soviet Origin in English Polycode Advertising Text

The article analyzes precedent anthroponyms of the Soviet origin in multimodal texts of American and British advertising. The study aims at analyzing precedent anthroponyms of the Soviet origin in English multimodal texts from the linguoaxiological and linguopragmatic points of view and from the sta...

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Autores principales:	E. V. Dziuba, Yu. V. Rogozinnikova
Formato:	article
Lenguaje:	RU
Publicado:	Tsentr nauchnykh i obrazovatelnykh proektov 2021
Materias:	precedent phenomena precedent anthroponyms names of political leaders the names of soviet politicians englishlanguage advertising polycode advertising text values anti-values Slavic languages. Baltic languages. Albanian languages PG1-9665
Acceso en línea:	https://doaj.org/article/007744d5b41a48a6bdb9de6ccfd0ef08
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id	oai:doaj.org-article:007744d5b41a48a6bdb9de6ccfd0ef08
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spelling	oai:doaj.org-article:007744d5b41a48a6bdb9de6ccfd0ef082021-12-02T07:58:14ZPrecedent Anthroponyms of Soviet Origin in English Polycode Advertising Text2225-756X2227-129510.24224/2227-1295-2021-5-55-80https://doaj.org/article/007744d5b41a48a6bdb9de6ccfd0ef082021-05-01T00:00:00Zhttps://www.nauka-dialog.ru/jour/article/view/2723https://doaj.org/toc/2225-756Xhttps://doaj.org/toc/2227-1295The article analyzes precedent anthroponyms of the Soviet origin in multimodal texts of American and British advertising. The study aims at analyzing precedent anthroponyms of the Soviet origin in English multimodal texts from the linguoaxiological and linguopragmatic points of view and from the standpoint of textual organization. The following research methods have been used: description and synthesis, linguistic methods of structural-semantic, contextual and cognitive-discourse analysis. The paper examines the precedent names of the Soviet origin (for instance, Lenin, Stalin, Brezhnev, Gorbachev, Yeltsin, and Kalashnikov). It also establishes their uses in commercial texts and highlights the linguistic means of satirical effect creation as the main pragmatic goal of English commercial and social advertising. The name of a political leader acquires different connotations and in most cases it is “demoted” due to the transfer of the name from the political context to the everyday one: gastronomic, material, kitsch-cultural, glamorous-erotic, etc. Names of the Soviet politicians are found in advertisements of cigarettes, pizza, alcoholic and nonalcoholic drinks, bags and other household items, including absorbent wipes. The article concludes that the image of the Soviet past in multimodal advertising texts in English acquires negative connotations. Besides, the analyzed texts emphasize that the communist ideology belongs to the system of anti-values.E. V. DziubaYu. V. RogozinnikovaTsentr nauchnykh i obrazovatelnykh proektovarticleprecedent phenomenaprecedent anthroponymsnames of political leadersthe names of soviet politiciansenglishlanguage advertisingpolycode advertising textvaluesanti-valuesSlavic languages. Baltic languages. Albanian languagesPG1-9665RUНаучный диалог, Vol 0, Iss 5, Pp 55-80 (2021)
institution	DOAJ
collection	DOAJ
language	RU
topic	precedent phenomena precedent anthroponyms names of political leaders the names of soviet politicians englishlanguage advertising polycode advertising text values anti-values Slavic languages. Baltic languages. Albanian languages PG1-9665
spellingShingle	precedent phenomena precedent anthroponyms names of political leaders the names of soviet politicians englishlanguage advertising polycode advertising text values anti-values Slavic languages. Baltic languages. Albanian languages PG1-9665 E. V. Dziuba Yu. V. Rogozinnikova Precedent Anthroponyms of Soviet Origin in English Polycode Advertising Text
description	The article analyzes precedent anthroponyms of the Soviet origin in multimodal texts of American and British advertising. The study aims at analyzing precedent anthroponyms of the Soviet origin in English multimodal texts from the linguoaxiological and linguopragmatic points of view and from the standpoint of textual organization. The following research methods have been used: description and synthesis, linguistic methods of structural-semantic, contextual and cognitive-discourse analysis. The paper examines the precedent names of the Soviet origin (for instance, Lenin, Stalin, Brezhnev, Gorbachev, Yeltsin, and Kalashnikov). It also establishes their uses in commercial texts and highlights the linguistic means of satirical effect creation as the main pragmatic goal of English commercial and social advertising. The name of a political leader acquires different connotations and in most cases it is “demoted” due to the transfer of the name from the political context to the everyday one: gastronomic, material, kitsch-cultural, glamorous-erotic, etc. Names of the Soviet politicians are found in advertisements of cigarettes, pizza, alcoholic and nonalcoholic drinks, bags and other household items, including absorbent wipes. The article concludes that the image of the Soviet past in multimodal advertising texts in English acquires negative connotations. Besides, the analyzed texts emphasize that the communist ideology belongs to the system of anti-values.
format	article
author	E. V. Dziuba Yu. V. Rogozinnikova
author_facet	E. V. Dziuba Yu. V. Rogozinnikova
author_sort	E. V. Dziuba
title	Precedent Anthroponyms of Soviet Origin in English Polycode Advertising Text
title_short	Precedent Anthroponyms of Soviet Origin in English Polycode Advertising Text
title_full	Precedent Anthroponyms of Soviet Origin in English Polycode Advertising Text
title_fullStr	Precedent Anthroponyms of Soviet Origin in English Polycode Advertising Text
title_full_unstemmed	Precedent Anthroponyms of Soviet Origin in English Polycode Advertising Text
title_sort	precedent anthroponyms of soviet origin in english polycode advertising text
publisher	Tsentr nauchnykh i obrazovatelnykh proektov
publishDate	2021
url	https://doaj.org/article/007744d5b41a48a6bdb9de6ccfd0ef08
work_keys_str_mv	AT evdziuba precedentanthroponymsofsovietorigininenglishpolycodeadvertisingtext AT yuvrogozinnikova precedentanthroponymsofsovietorigininenglishpolycodeadvertisingtext
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Precedent Anthroponyms of Soviet Origin in English Polycode Advertising Text

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