Теоретико-методологічні засади студіювання лінгвосеміотичних кодів у рекламному дискурсі
Дата
2017
Автори
Щербак, О. В.
Shcherbak, O. V.
Назва журналу
Номер ISSN
Назва тому
Видавець
Анотація
Статтю присвячено огляду основних концепцій студіювання лінгвосеміотичних кодів рекламних дискурсів, розроблених у зарубіжній та вітчизняній наукових парадигмах. Висвітлено сутність поняття «лінгвосеміотичний код», наведено основні класифікації лінгвосеміотичних кодів, а також доведено релевантність застосування таксономічної моделі В. Степанова для досліджень української комерційної телереклами у лінгвосеміотичному та сугестивному аспектах
The purpose of the article is to determine the definitive boundaries of the concept of «lingvuosemiotic code». The selection of the relevant principles of classification of codes for the study of Ukrainian commercial television advertising is the aim of this article too. In accordance with that, the object of our scientific interest were the basic concepts of the study of linguistic and other semiotic codes in advertising discourses, and the subject – the principles of defining linguistic and semiotic codes in the content of Ukrainian commercial television advertising. To obtain reliable data we used of the following methods: description, analysis, synthesis, synthesis and observation. The result of solving the above mentioned problems was a comprehensive explanation of the advisability of using the classification of codes by V. Stepanov for linguosemiological and suggestive analysis of Ukrainian commercial television advertising. The author of this classification singled out 7 types of codes on the material of printed commercial advertising. Our observations have shown that these codes also exist in TV advertising. Conclusions: the linguistic and other semiotic codes correlate with the basic functions of Ukrainian commercial television advertising. Their common function is suggestive.
The purpose of the article is to determine the definitive boundaries of the concept of «lingvuosemiotic code». The selection of the relevant principles of classification of codes for the study of Ukrainian commercial television advertising is the aim of this article too. In accordance with that, the object of our scientific interest were the basic concepts of the study of linguistic and other semiotic codes in advertising discourses, and the subject – the principles of defining linguistic and semiotic codes in the content of Ukrainian commercial television advertising. To obtain reliable data we used of the following methods: description, analysis, synthesis, synthesis and observation. The result of solving the above mentioned problems was a comprehensive explanation of the advisability of using the classification of codes by V. Stepanov for linguosemiological and suggestive analysis of Ukrainian commercial television advertising. The author of this classification singled out 7 types of codes on the material of printed commercial advertising. Our observations have shown that these codes also exist in TV advertising. Conclusions: the linguistic and other semiotic codes correlate with the basic functions of Ukrainian commercial television advertising. Their common function is suggestive.
Опис
Щербак, О. В. Теоретико-методологічні засади студіювання лінгвосеміотичних кодів у рекламному дискурсі = Theoretical and methodological foundations of studying linguistic and semiotic codes in advertising discourse / О. В. Щербак // Гуманіт. вісн. НУК. – Миколаїв : НУК, 2017. – Вип. 10. – С. 52–56.
Ключові слова
рекламний дискурс, код, лінгвосеміотичний код, знак, комунікація, сугестивність, advertising discourse, code, lingvuosemiotic code, sign, communication, suggestiveness