Country Image in Advertising Discourse: Between Commercial and Social Components

The ways of creating the country’s image in the texts of modern Russian commercial advertising, namely, such a variety, which is defined as nationally oriented advertising are discussed in the article. This type of advertising is considered as a multimodal complex, however, special attention is paid...

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Autores principales: E. N. Remchukova, V. A. Omelianenko
Formato: article
Lenguaje:RU
Publicado: Tsentr nauchnykh i obrazovatelnykh proektov 2020
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Acceso en línea:https://doaj.org/article/082cb566ff7e4bf4b3916a4cfd76ed75
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spelling oai:doaj.org-article:082cb566ff7e4bf4b3916a4cfd76ed752021-12-02T07:58:12ZCountry Image in Advertising Discourse: Between Commercial and Social Components2225-756X2227-129510.24224/2227-1295-2020-9-144-158https://doaj.org/article/082cb566ff7e4bf4b3916a4cfd76ed752020-09-01T00:00:00Zhttps://www.nauka-dialog.ru/jour/article/view/1929https://doaj.org/toc/2225-756Xhttps://doaj.org/toc/2227-1295The ways of creating the country’s image in the texts of modern Russian commercial advertising, namely, such a variety, which is defined as nationally oriented advertising are discussed in the article. This type of advertising is considered as a multimodal complex, however, special attention is paid to the analysis of linguistic means that provide such advertising with a “reputation” base - it fulfills not only commercial, but also social tasks. The specificity of creating an image of the country in nationally oriented advertising by demonstrating the geographical and ethnographic features of “one’s own”, native, or “foreign” country and mythologizing “one’s own” or “foreign” national character is revealed. It is shown that the positive image of “own” country performs not only the function of promoting goods on the market, but also the function of persuasion and education. It has been established that the image of a “foreign” country ensures positioning in the domestic market of the producing country or the country with which the production tradition of the advertised product is associated. The conclusions and results of the study allow one to gain a more complete picture of the peculiarities of ethnomarketing, ways of manipulating a potential audience by appealing to national values and stereotypes, and contribute to advertology, political linguistics and linguoimagelogy.E. N. RemchukovaV. A. OmelianenkoTsentr nauchnykh i obrazovatelnykh proektovarticleadvertising discoursepromotional textnationally oriented advertisingimage of the countryimage of russiamanipulative techniques in advertising“one’s own” or “foreign” in advertisingSlavic languages. Baltic languages. Albanian languagesPG1-9665RUНаучный диалог, Vol 0, Iss 9, Pp 144-158 (2020)
institution DOAJ
collection DOAJ
language RU
topic advertising discourse
promotional text
nationally oriented advertising
image of the country
image of russia
manipulative techniques in advertising
“one’s own” or “foreign” in advertising
Slavic languages. Baltic languages. Albanian languages
PG1-9665
spellingShingle advertising discourse
promotional text
nationally oriented advertising
image of the country
image of russia
manipulative techniques in advertising
“one’s own” or “foreign” in advertising
Slavic languages. Baltic languages. Albanian languages
PG1-9665
E. N. Remchukova
V. A. Omelianenko
Country Image in Advertising Discourse: Between Commercial and Social Components
description The ways of creating the country’s image in the texts of modern Russian commercial advertising, namely, such a variety, which is defined as nationally oriented advertising are discussed in the article. This type of advertising is considered as a multimodal complex, however, special attention is paid to the analysis of linguistic means that provide such advertising with a “reputation” base - it fulfills not only commercial, but also social tasks. The specificity of creating an image of the country in nationally oriented advertising by demonstrating the geographical and ethnographic features of “one’s own”, native, or “foreign” country and mythologizing “one’s own” or “foreign” national character is revealed. It is shown that the positive image of “own” country performs not only the function of promoting goods on the market, but also the function of persuasion and education. It has been established that the image of a “foreign” country ensures positioning in the domestic market of the producing country or the country with which the production tradition of the advertised product is associated. The conclusions and results of the study allow one to gain a more complete picture of the peculiarities of ethnomarketing, ways of manipulating a potential audience by appealing to national values and stereotypes, and contribute to advertology, political linguistics and linguoimagelogy.
format article
author E. N. Remchukova
V. A. Omelianenko
author_facet E. N. Remchukova
V. A. Omelianenko
author_sort E. N. Remchukova
title Country Image in Advertising Discourse: Between Commercial and Social Components
title_short Country Image in Advertising Discourse: Between Commercial and Social Components
title_full Country Image in Advertising Discourse: Between Commercial and Social Components
title_fullStr Country Image in Advertising Discourse: Between Commercial and Social Components
title_full_unstemmed Country Image in Advertising Discourse: Between Commercial and Social Components
title_sort country image in advertising discourse: between commercial and social components
publisher Tsentr nauchnykh i obrazovatelnykh proektov
publishDate 2020
url https://doaj.org/article/082cb566ff7e4bf4b3916a4cfd76ed75
work_keys_str_mv AT enremchukova countryimageinadvertisingdiscoursebetweencommercialandsocialcomponents
AT vaomelianenko countryimageinadvertisingdiscoursebetweencommercialandsocialcomponents
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