Language Mixing in Creolized Glossy Magazine Advertisement Texts

The issue of enhancing the use of language code switching technique in modern creolized advertising texts is discussed in the article. The relevance of the chosen topic is due to the expansion of the areas of language interaction and the change in tactics for contacting the addressee of advertising...

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Autor principal:	O. A. Selemeneva
Formato:	article
Lenguaje:	RU
Publicado:	Tsentr nauchnykh i obrazovatelnykh proektov 2020
Materias:	advertising communication creolized text glossy magazine foreign inclusions function Slavic languages. Baltic languages. Albanian languages PG1-9665
Acceso en línea:	https://doaj.org/article/e7a796d89ab441e2b9e1c84e944be7b0
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id	oai:doaj.org-article:e7a796d89ab441e2b9e1c84e944be7b0
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spelling	oai:doaj.org-article:e7a796d89ab441e2b9e1c84e944be7b02021-12-02T07:58:10ZLanguage Mixing in Creolized Glossy Magazine Advertisement Texts2225-756X2227-129510.24224/2227-1295-2020-3-168-184https://doaj.org/article/e7a796d89ab441e2b9e1c84e944be7b02020-03-01T00:00:00Zhttps://www.nauka-dialog.ru/jour/article/view/13https://doaj.org/toc/2225-756Xhttps://doaj.org/toc/2227-1295The issue of enhancing the use of language code switching technique in modern creolized advertising texts is discussed in the article. The relevance of the chosen topic is due to the expansion of the areas of language interaction and the change in tactics for contacting the addressee of advertising due to the process of globalization, the popularization of the English language in the world, the emergence of new communication channels, the mobility of visual images, and the clip’s perception of information by the recipient. The actual material of the study was creolized advertising texts from seven Russian international glossy magazines: “Cosmopolitan”, “Elle”, “Glamor”, “GQ”, “InStyle”, “Tatler”, and “Vogue”. It is proved that foreign inclusions in the considered texts are presented in several ways of varying degrees of productivity: insertion of a foreign language grapheme (formation of graphogibrids); use of the word in the Latin script (astionyms, burials, pragmatonyms, English preposition since , etc.); the introduction of one or more statements in a foreign language; inclusion of a hashtag in latin graphics. The listed types of foreign inclusions are attributed by the author to signal (intentionally introduced into the texts with the aim of accentuation of units or their elements) and multifunctional (capable of performing attractive, accent-emphasizing, utilitarian-compressive, emotionally-expressive, suggestive, informative functions).O. A. SelemenevaTsentr nauchnykh i obrazovatelnykh proektovarticleadvertising communicationcreolized textglossy magazineforeign inclusionsfunctionSlavic languages. Baltic languages. Albanian languagesPG1-9665RUНаучный диалог, Vol 0, Iss 3, Pp 168-184 (2020)
institution	DOAJ
collection	DOAJ
language	RU
topic	advertising communication creolized text glossy magazine foreign inclusions function Slavic languages. Baltic languages. Albanian languages PG1-9665
spellingShingle	advertising communication creolized text glossy magazine foreign inclusions function Slavic languages. Baltic languages. Albanian languages PG1-9665 O. A. Selemeneva Language Mixing in Creolized Glossy Magazine Advertisement Texts
description	The issue of enhancing the use of language code switching technique in modern creolized advertising texts is discussed in the article. The relevance of the chosen topic is due to the expansion of the areas of language interaction and the change in tactics for contacting the addressee of advertising due to the process of globalization, the popularization of the English language in the world, the emergence of new communication channels, the mobility of visual images, and the clip’s perception of information by the recipient. The actual material of the study was creolized advertising texts from seven Russian international glossy magazines: “Cosmopolitan”, “Elle”, “Glamor”, “GQ”, “InStyle”, “Tatler”, and “Vogue”. It is proved that foreign inclusions in the considered texts are presented in several ways of varying degrees of productivity: insertion of a foreign language grapheme (formation of graphogibrids); use of the word in the Latin script (astionyms, burials, pragmatonyms, English preposition since , etc.); the introduction of one or more statements in a foreign language; inclusion of a hashtag in latin graphics. The listed types of foreign inclusions are attributed by the author to signal (intentionally introduced into the texts with the aim of accentuation of units or their elements) and multifunctional (capable of performing attractive, accent-emphasizing, utilitarian-compressive, emotionally-expressive, suggestive, informative functions).
format	article
author	O. A. Selemeneva
author_facet	O. A. Selemeneva
author_sort	O. A. Selemeneva
title	Language Mixing in Creolized Glossy Magazine Advertisement Texts
title_short	Language Mixing in Creolized Glossy Magazine Advertisement Texts
title_full	Language Mixing in Creolized Glossy Magazine Advertisement Texts
title_fullStr	Language Mixing in Creolized Glossy Magazine Advertisement Texts
title_full_unstemmed	Language Mixing in Creolized Glossy Magazine Advertisement Texts
title_sort	language mixing in creolized glossy magazine advertisement texts
publisher	Tsentr nauchnykh i obrazovatelnykh proektov
publishDate	2020
url	https://doaj.org/article/e7a796d89ab441e2b9e1c84e944be7b0
work_keys_str_mv	AT oaselemeneva languagemixingincreolizedglossymagazineadvertisementtexts
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Language Mixing in Creolized Glossy Magazine Advertisement Texts

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