The Image of a Hero in Western and Russian Social Advertising

The article is devoted to a comparative study of the image of a hero / superhero in Russian and Western social advertising. The relevance of the study is determined by the contrast of globalization processes, on the one hand, and the desire to preserve nationally oriented values, on the other. The n...

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Autores principales:	A. G. Zhukova, E. A. Kartushina, A. S. Mamontov
Formato:	article
Lenguaje:	RU
Publicado:	Tsentr nauchnykh i obrazovatelnykh proektov 2019
Materias:	social advertising image of a hero superhero image language and ideology language and globalization Slavic languages. Baltic languages. Albanian languages PG1-9665
Acceso en línea:	https://doaj.org/article/e3053143787c4b9d9daa9bb8ab3a8385
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id	oai:doaj.org-article:e3053143787c4b9d9daa9bb8ab3a8385
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spelling	oai:doaj.org-article:e3053143787c4b9d9daa9bb8ab3a83852021-12-02T07:58:09ZThe Image of a Hero in Western and Russian Social Advertising2225-756X2227-129510.24224/2227-1295-2019-12-21-42https://doaj.org/article/e3053143787c4b9d9daa9bb8ab3a83852019-12-01T00:00:00Zhttps://www.nauka-dialog.ru/jour/article/view/1398https://doaj.org/toc/2225-756Xhttps://doaj.org/toc/2227-1295The article is devoted to a comparative study of the image of a hero / superhero in Russian and Western social advertising. The relevance of the study is determined by the contrast of globalization processes, on the one hand, and the desire to preserve nationally oriented values, on the other. The novelty of the study lies in comparing the ideological and linguocultural representations of the image of the hero / superhero, reflected in the socio-advertising text. The results of the study are based on a contextual analysis of the geroy and hero tokens, supergeroy and superhero , as well as non-verbal symbols associated with these concepts presented in the structure of creolized advertising text. In the structure of the image of the hero / superhero, both semantic components (for example, a military metaphor) and specific representations that are determined by the cultural code and ideological identifications, are revealed that are common for Russian and Western social advertising. It is proved that those components of the hero’s image that are connected with the axiology of culture (“peaceful heroism” interpreted as socially approved behavior in general) are more likely to have positive connotations than those that are due to ideological ideas. It is concluded that the image of a superhero in Russian linguistic culture, on the one hand, is understandable and even already familiar, on the other hand, it is rejected as a representative of an alien culture and ideology.A. G. ZhukovaE. A. KartushinaA. S. MamontovTsentr nauchnykh i obrazovatelnykh proektovarticlesocial advertisingimage of a herosuperhero imagelanguage and ideologylanguage and globalizationsocial advertisingSlavic languages. Baltic languages. Albanian languagesPG1-9665RUНаучный диалог, Vol 0, Iss 12, Pp 21-42 (2019)
institution	DOAJ
collection	DOAJ
language	RU
topic	social advertising image of a hero superhero image language and ideology language and globalization social advertising Slavic languages. Baltic languages. Albanian languages PG1-9665
spellingShingle	social advertising image of a hero superhero image language and ideology language and globalization social advertising Slavic languages. Baltic languages. Albanian languages PG1-9665 A. G. Zhukova E. A. Kartushina A. S. Mamontov The Image of a Hero in Western and Russian Social Advertising
description	The article is devoted to a comparative study of the image of a hero / superhero in Russian and Western social advertising. The relevance of the study is determined by the contrast of globalization processes, on the one hand, and the desire to preserve nationally oriented values, on the other. The novelty of the study lies in comparing the ideological and linguocultural representations of the image of the hero / superhero, reflected in the socio-advertising text. The results of the study are based on a contextual analysis of the geroy and hero tokens, supergeroy and superhero , as well as non-verbal symbols associated with these concepts presented in the structure of creolized advertising text. In the structure of the image of the hero / superhero, both semantic components (for example, a military metaphor) and specific representations that are determined by the cultural code and ideological identifications, are revealed that are common for Russian and Western social advertising. It is proved that those components of the hero’s image that are connected with the axiology of culture (“peaceful heroism” interpreted as socially approved behavior in general) are more likely to have positive connotations than those that are due to ideological ideas. It is concluded that the image of a superhero in Russian linguistic culture, on the one hand, is understandable and even already familiar, on the other hand, it is rejected as a representative of an alien culture and ideology.
format	article
author	A. G. Zhukova E. A. Kartushina A. S. Mamontov
author_facet	A. G. Zhukova E. A. Kartushina A. S. Mamontov
author_sort	A. G. Zhukova
title	The Image of a Hero in Western and Russian Social Advertising
title_short	The Image of a Hero in Western and Russian Social Advertising
title_full	The Image of a Hero in Western and Russian Social Advertising
title_fullStr	The Image of a Hero in Western and Russian Social Advertising
title_full_unstemmed	The Image of a Hero in Western and Russian Social Advertising
title_sort	image of a hero in western and russian social advertising
publisher	Tsentr nauchnykh i obrazovatelnykh proektov
publishDate	2019
url	https://doaj.org/article/e3053143787c4b9d9daa9bb8ab3a8385
work_keys_str_mv	AT agzhukova theimageofaheroinwesternandrussiansocialadvertising AT eakartushina theimageofaheroinwesternandrussiansocialadvertising AT asmamontov theimageofaheroinwesternandrussiansocialadvertising AT agzhukova imageofaheroinwesternandrussiansocialadvertising AT eakartushina imageofaheroinwesternandrussiansocialadvertising AT asmamontov imageofaheroinwesternandrussiansocialadvertising
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The Image of a Hero in Western and Russian Social Advertising

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