Prolegomena to the Linguo-semiotic Study of Advertising Discourse
DOI:
https://doi.org/10.61841/5b61me70Keywords:
Sign, Discourse, Discourse Development, Communication, Lexeme, Linguo-semiotics, AdvertisingAbstract
The relevance of the study is due to the globalization of consumer requests for quality awareness of products and services, which imposes responsibility on the product promoters for the semiotic accuracy of the advertising discourse. In this regard, this article is aimed at identifying clusters of signs and concepts used in the advertising discourse to achieve the maximum impact on the consumer and increase his/her awareness. The leading approach to the linguo-semiotic study of the advertising discourse is the use of the algorithm “from sign to word and to discourse.". It makes it possible to comprehensively consider the cognitive and linguo-semiotic mechanisms of discourse development and apply the method of studying this process to the study of advertising communication space. The article presents prolegomena to a large-scale study of the semiotics of advertising communication in general: The article reveals the prospects and shows the vectors of five stages of the linguo-semiotic research of advertising discourse development, such as identifying clusters of signs that support the institutional characteristics of advertising discourse; identifying directions for the typology of advertising discourse signs; and determining clusters of signs supporting the conceptual sphere of advertising communication. The paper shows the direction and stages of the formation of values among the consumers of modern advertising discourse and determines the stratagems that form the strategic component of the advertising discourse. Already at this (initial) stage of a largescale study of the linguo-semiotics of advertising discourse, a typology of sign clusters has been made: 1) maintaining the institutional characteristics of advertising discourse (legislative signs, fixative signs, restrictive signs, gluttonyms, personal signs, phononyms, actionyms, locatives, attractives, chrononyms, auditives); 2) vectorization of the functions of the advertising discourse in the following directions: a) informative (informative signs); b) imperative (imperatives or impact signs); c) axiological (axionyms); d) argumentative (argumentative signs); 3) ensuring the semiotisation of the advertising message through the promotion of the basic concepts of “State”, “Action” and “Process” and their specifying concepts, for example, the concept of “Beauty” (somatism signs, coloronyms, condition signs, luxonyms, exclusive signs); 4) semiotisation of the process of value creation by the advertising discourse through the formation of a technological and comfortable environment (technonyms, ecologems) and a call for a healthy lifestyle through “shocking advertising” or “shockvertising” (aggravatives, epiciniums); 5) incarnations of the advertising impact (stratagems - positionyms [differentiation signs, signs of value orientation, signs of assignment of estimated values], signs of optimization [stratagems-coordinatives, stratagems-cognitonyms, stratagems-attractors, stratagems-mnemonyms, stratagems-argumentative signs; discriminative stratagems], signs-technonyms). The materials of the article are of practical value for linguistic specialists in the field of linguo-semiotics, cognitive linguistics, conceptology, for theorists and practitioners in advertising, marketing and impact technologies, public relations.
Downloads
References
[1] Astafurova T.N., Olyanitch A.V. The linguo-semiotics of power: sign, word, text: monograph. Volgograd:
Publishing house of Volgograd State Agricultural Academy "Niva," 2008. 244 p.
[2] Astafurova T.N., Olyanitch A.V. Vital needs: from sign to discourse // Genres and types of text in scientific
and media discourse intercollegiate collection of scientific papers. Executive editor A.G. Shepherds Orel:
Publishing house of the Oryol State Institute of Culture, 2014, p. 19-33.
[3] Vasilenko A.P. Advertising discourse: from text content to consumer manipulation. Collection of materials
of the IV All-Russian scientific-practical conference "Language and Law: Actual Problems of Interaction."
Vol. 4. Rostov-on-Don: Don Book Publishing House, 2014. P.p. 146-153
[4] Yezhova E.N. Media advertising picture of the world: structure, semiotics, broadcast channels. Author’s
abstract of a dissertation for a Dr. Sc. (Philology) degree. Voronezh, 2010. 46 p.
[5] Elina E.A. Semiotics of Advertising: A textbook. Moscow: IPR Media, 2008. 140 p.
[6] Zamyshlyaeva Yu.S. Advertising discourse as a kind of institutional discourse. Chelyabinsk humanitarian
researcher. 2016. №4 (37). P.p. 27-30.
[7] Ilyinova E.Yu. Advertising discourse: values, images, associations // Advertising discourse and advertising
text: collective monograph / Ed. by T.N. Kolokoltsev. Moscow: Flinta-Nauka Publishers, 2011. 296 p.
Ch. 1, p. 38-56.
[8] Kobzareva T. Yu. Semiotics of Advertising: Educational and Methodical Complex. Moscow: Publishing
House of the RSUH, 2009. 35 p.
[9] Lazareva E.A. Advertising discourse: strategies and tactics // Linguistics: Bulletin of the Ural Linguistic
Society. Vol. 9. Ekaterinburg, 2003. P. 82-121.
[10] Olyanitch A.V. Presentational theory of discourse. Moscow: Gnosis, 2007. 407 p.
[11] Olyanitch A.V. Advertising discourse and its constitutive signs // Advertising discourse and advertising
text: collective monograph / Ed. by T.N. Kolokoltsev. Moscow: Flinta-Nauka, 2011. 296 p. Ch. 1. P.p. 10-
38
[12] Pavlova V.S. Possibilities of applying the principles and technologies of semiotics in graphic design of
advertising. Bulletin of ZabGU. No. 03 (94). Sociological sciences. 2013. P.p. 59-65
[13] Pirogova Yu.K., Parshin P.B. Promotional text: semiotics and linguistics: monograph. Moscow: Publishing
House of the International Institute of Advertising, Grebennikov Publishing House, 2000. 270 p., 268 p.
[14] Pocheptsov G.G. Communication model in terms of public relations, advertising and propaganda. Section 4
of Chapter 1 of monograph Theory of Communication [Electronic resource: URL]
http://www.niv.ru/doc/commu-nications/pocheptsov/005.htm]
[15] Advertising discourse and advertising text: collective monograph / Ed. by T.N. Kolokoltsev. Moscow:
Flinta-Nauka, 2011. 296 p.
[16] Rogozina I.V. Media-Picture of the World: a Cognitive-Semiotic Aspect—Dissertation for the Dr. Sc. (Philology) degree. Barnaul, 2003. 429 p.
[17] J. Seguela. National features of hunting for votes. Moscow, 1999. p. 200.
[18] Tyurina S. Yu. On the concepts of advertising discourse and advertising text. Bulletin of the Ivanovo State
Energy University named after VI. Lenin. No. 1. Ivanovo, 2009. P.p. 1-3.
[19] Filippova M.A., Language specificity of advertising discourse. Young scientist. No. 28 (132). December
2016. P.p. 1033-1036.
[20] Cherkashina N.A. "Star as a role model": some semiotic features of Russian television advertising. Modern
Discourse analysis: a scientific journal, Issue 11 [Electronic resource: URL:
http://discourseanalysis.org/ada11/st78.shtml]
[21] Aim E., Lima, Ch., Hoon, S., Ang Y., Leeb, H., Leon S. M. Processing idioms in advertising discourse:
Effects of familiarity, literality, and compositionality on consumer ad response. Journal of Pragmatics.
Volume 41, Issue 9, September 2009, Pp. 1778-1793
[22] Alozie, E.C. Semiotics and Advertising: A Conceptual Discourse. Capitalist Realism in Africa: Realities
and Myths in Advertising. – Bentham Books, 2015. – Pp. 25-33
[23] Alwahdine, D. Definition of advertising discourse [Electronic resource: URL]
https://steemit.com/marketing/@arrihan/definition-of-advertising-discourse]
[24] Arens, W., Arens, C., Weigold, M. Contemporary Advertising and Integrated Marketing Communications.
14th Edition. – McGraw-Hill Education, 2012. – 722p.
[25] Belch, G.E., Belch, M.A. Advertising and Promotion: An Integrated Marketing Communications
Perspective. 10th ed. McGraw-Hill-Irwin, 2014. 871 p.
[26] Chandler, D., Munday, R. A Dictionary of Media and Communication. Oxford University Press, 2011.
480p.
[27] Chen, Yo, He Chu. Paid placement: advertising and search on the Internet. – The Economic Journal 2011
Royal Economic Society. P.309-328.
[28] Downing, L.H. Text World Creation in Advertising Discourse. Revista Alicantina de Estudios Ingleses. №
13. Madrid: Universidad Autónoma, 2000. – Рр. 68-88
[29] Džanić, M. The semiotics of contemporary advertising messages: Decoding visuals. Jezikoslovje. № 14 (2-
3). 2013. P.p. 475-485.
[30] El-daly, H.M. Towards an Understanding of the Discourse of Advertising: Review of Research with
Special Reference to the Egyptian Media. African Nebula, Issue 3, June 2011. P. 25-47.
[31] Flergin, A. Language of Persuasion: A Discourse Approach to Advertising Language. Research Journal of
Recent Sciences. International Science Congress Association. Vol. 3(ISC-2013), Pp. 62-68 (2014)
[32] Fox, S.R. The Mirror Makers: A History of American Advertising and its Creators. Chicago: University of
Illinois Press, 1997. 416p.
[33] Karlsson, S. Advertising as Discourse: A study of print advertisements published in The New Yorker.
Bachelor Thesis. – Sweden, Linnæus University, 2015. – 26p.
[34] Kettemann, B. Semiotics of Advertising and the Discourse of Consumption. AAA: ArbeitenausAnglistik
und Amerikanistik. – Vol. 38, No. 1 (2013), p. 53-67.
[35] Kourdis, E. Intersemiotic translation in advertising discourse: Plastic visual signs in primary function in
communication [Electronic resource: URL: https://www.researchgate.net/publication/261064092]
[36] Najafian M., Dabaghi, A. Hidden Language of Advertising: A Semiotic Approach. Proceedings of the
International Conference: Doing Research in Applied Linguistics. – Thonburi, Bangkok, 2017. – Pp. 20-26.
[37] Seino E., Agwa F. Stylistics Analysis in Advertising Discourse: A Case of the Dangote Cement
Advertisement in Bamenda, Cameroon. Advances in Language and Literary Studies, Vol. 7 No. 6;
December 2016. – Pp. 105-112.
[38] Wejher, M.B., The Central Role of Language in the Semiotics of Advertising. B.A. Essay. University of
Iceland, 2015. – 28 p.
[39] Xu, D. A Social Semiotic Analysis of the Multimodality of an Advertisement. – Chinese Semiotic Studies, Volume 6, Issue 1. –Walter de Gruyter Berlin/Boston, 2014. – Pp. 154–165.
Downloads
Published
Issue
Section
License
Copyright (c) 2020 AUTHOR
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
