DOI 10.51955/2312-1327_2022_4_99

Fairuz B. Akbaeva

Abstract. The article is devoted to the study of the metaphorically marked nature of the mass media text on healthy nutrition. The study is focused on the English-language texts published in British and American journals on healthy nutrition. Recognizing the relevance of the problem of healthy lifestyle in general, and healthy food, in particular, the author speaks of the existence within the mass media of certain language mechanisms that influence the worldview, ideals and values of the addressee, and, as a result, contribute to the popularization of the idea of healthy lifestyle. In this process, metaphor is given one of the key roles. The results of the analysis of actual material indicate the presence in the texts on healthy nutrition of anthropomorphic, nature-morphic, sociomorphic and artifact metaphorical models, characterized by its own set of metaphorical transformations and its own number of verbalizers. It is significant that in the case of nature-morphic, sociomorphic and artifact models of metaphor, the metaphorical meaning is actualized in the context with the help of nouns, while with anthropomorphic metaphor – by verbs. The paper presents quantitative data signifying the sample material and the frequency of the above-mentioned metaphor models.

Key words: mass media discourse, nutritional discourse, text on healthy nutrition, cognitive metaphor, metaphorical modeling, English.

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DOI 10.51955/2312-1327_2022_4_116

Elizaveta C. Dakhalaeva

Alexandra A. Serebryakova

Abstract. The study purpose is to identify the self-referential and ino-referential components interaction of the French social advertising.

The use of the «self-reference» and «ino-reference» concepts developed by N. Luhmann helps to identify self-referential and ino-referential elements in social advertising.

1. Kozhemyakin and T. Krasikova applied these concepts to the media reality in the TV shop. Their scheme has been modified. The social advertising components have been identified:

• self-referential (the addressee’s emotions, the addressee’s social values, the problem statement in everyday situations);
• non-referential (advertising initiator, call to action, functional / design characteristics of advertising).

Design characteristics are obligatory for all social advertisements. This is the most difficult component: according to the canons of creating this type of advertising, the social problem should not be demonstrated directly, but through hints, metaphors, comparisons, and playing around the situation. Thus, visual material in social advertising is presented in an unusual way, and the verbal component is conveyed by various stylistic means of expression.

In the practical part, visual schemes of the interaction of internal and external referents with a different number of active, explicitly presented elements (from 2 to 4) have been built, which contribute to the decoding of implicit components and the correct decoding of the main message of social advertising by the addressee.

Key words: self-reference, ino-reference, internal referent, external referent, advertising, verbal, non-verbal components.

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DOI 10.51955/2312-1327_2022_4_83

Tatiana I. Semenova

Daria A. Skulimovskaya

Abstract. The theoretical background of the research is the method of frame analysis. From the perspective of the frame semantics the study considers the frame-like organization of the speech act of warning and its interpretation in English political mediadiscourse. The goal of the research is to reveal and discuss the frame model of the interpretation of the illocutionary force of the speech act of warning in analytical mediatexts as the secondary genre of political discourse. Of central concern in the paper is the notion of the frame valency in the cognitive structure of the frame WARNING. The paper brings into focus the issue that the frame WARNING involves two types of frame valency, one frame valency is on the proposition (warn the addressee of a possible future danger) and the other valency directs the addressee to perform a certain action to avoid the danger. The paper brings into focus syntactic differences of the above mentioned valencies. The study discusses focus shift mechanism as a cognitive operation involved in the interpretation of the illocutionary force of the speech act of warning in secondary mediatexts.

Key words: speech act of warning, illocutionary force, interpretation, frame, political media discourse, focus shift.

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DOI 10.51955/2312-1327_2022_3_125

Tatiana I. Semenova

Larisa V. Proskurnina

Abstract. The paper highlights prognostic potential of English analytical mediatexts with the buzz topic Plant based food. Of particular concern in the study is framing in media coverage of what the future of food will look like. The paper considers key role of media narratives in constructing and contesting visions of ‘better’ meat-free food future. Meatless future is predicted to be good for people, animals and the planet. Our analysis reveals linguistic means and construal operations of shaping a better food future forecast with the key focus on the shift towards plant-based eating and its benefits for the health, environment and animals. The paper reveals the prognostic and pragmatic potential of the references to the epistemic authorities, specific statistics and nominal compounds like fake meat and meatless burger in shaping the future of food. The study brings into focus plant food trend forecasting.  The results obtained contribute to the study of discursive control and management of the more responsible food choice of the recipients.

Key words: discursive construal, prognostic potential, mediatext, food forecast, food trend, plant based food, fake meat, meatless future.

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DOI 10.51955/2312-1327_2022_3_111

Irina B. Krivchenko

Irina V. Savina

Abstract. The paper contains analysis of linguistic means employed by the author of an epistolary novel to characterize the personages through their speech. According to the hypothesis at the beginning of the research, the genre of an epistolary novel requires specific means of speech characterization. The result of the analysis of the narrator’s speech in the novel “The Perks of Being a Wallflower” by S. Chbosky proved that syntactic means predominate in the linguistic portrait of a character. The novel consisting of personal letters, the linguistic portrait of the narrator seems to be the most elaborate one. Fragmented dialogues, included into the narrative, serve as the base for the principle of analogy and contrast between the main and minor personages. Linguistic portraits of teenagers in the novel “The Perks of Being a Wallflower” by S. Chbosky are based on the same principle. Typical adolescent speech characterized by elliptical structures, a wide use of slang and even obscene words is opposed to Charlie’s structurally complete speech where he finds it difficult to include colloquial words. As the linguistic portrait of the main character approaches the stereotypical characteristics of teenage speech, he moves to the end of the process of his socialization.

Key words: speech portrait, speech characterization, linguistic means, epistolary novel, literary character, linguistic portrait of a personage.

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DOI 10.51955/2312-1327_2022_3_98

Svetlana S. Rogovtsova

Elena A. Pavlenko

Abstract. The article considers the functions of quotations in English printed advertising texts. It provides a summary of Russian and foreign scientists’ works on intertextuality, precedence and precedent phenomena, quotation and its functions, and the features of advertising texts. Advertisement is characterized by brevity, and advertisers resort to various linguistic means, in particular, to quotations, which, due to their complexity, make it possible to express more in fewer words. A new structural type of quotations, fake quotations, is observed; such quotations belong to fictional authors. The study reveals the frequency, sources, and structural characteristics of quotations in advertising texts through intertextual and contextual analysis. In total, six functions of quotations are identified: persuasive, ludic, image-forming, attractive, informative, and delimitative. Persuasive, ludic, and attractive functions occur in advertising text more frequently. The results of the study prove the importance of quotations in order to make advertising texts more impressive and increase the potential marketability of the product.

Keywords: quotation, advertisement, intertextuality, precedence, types of quotation.

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DOI 10.51955/23121327_2022_3_87

Ekaterina V. Miletova

Abstract. The article is devoted to the analysis of the actualization of graphic means in the art discourse; the author focuses on the recurrent use of italics in thematic texts on art. The research material is English-language texts published in The Artist magazine, aimed at professional artists. The author emphasizes the pragmatic potential of graphic means in art discourse; it is aimed at drawing the addressee’s attention to significant pieces of information in the sphere of professional interaction between artists. The results of the research indicate the most common cases of italics’ usage in the communication of artists. Taking into account the semantic and pragmatic features of this corpus of linguistic units, we have identified the following lexical groups: 1) proper names (the name of the artist, the title of the work, the name of the museum, the title of the exhibition, etc.); 2) professional vocabulary (techniques and methods of painting, terms and their definitions, foreign words). Each presented group has its own frequency indicator within the analyzed sample.

Key words: art discourse, discursive markers, sign system, professional communication of artists, graphic means, italics, text, English.

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DOI 10.51955/23121327_2022_3_74

Vera B. Merkuryeva

Natal’ya S. Novolodskaya

Anna L. Shadrina

Abstract. The article is devoted to the author’s fairy tale for adults in dialect. The authors of the article aim to present and study in this fairy tale discourse the coexistence, mutual influence and joint functioning of the Hessian dialect and the literary German language.  The research material is a fairy tale for adults by Frank Fodderwestje “Dornrösjche un de böse Froschkönisch…”, written by him in the Hessian dialect. The Hessian dialect dominates the fairy tale, and the German literary language clarifies the meaning of dialect words.  The author of the fairy tale includes literary German in the narrative only in cases that are particularly difficult to understand.  The local connectedness of the fairy-tale discourse with the Hessian territory is overcome thanks to literary words, and the fairy tale becomes accessible to all German-speaking readers. Thus, the author of the fairy tale seeks to attract as many readers as possible, including those who do not speak the Hessian dialect.

Keywords: dialect, literary language, fairy-tale discourse, author’s fairy tale, humorous effect.

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DOI 10.51955/23121327_2022_2_91

Tatyana M. Bolshakova

Abstract. The article is devoted to the study of the argumentative space of the pedagogical normative discourse, represented by various types of texts that contain rules of conduct intended for students of German primary schools. The paper considers the structure of the argumentative space, identifies the types of contextual arguments and carries out their classification. Based on the study of the composition of argumentative constructions, the types of logical relations between theses and arguments are determined, the role of argumentative constructions in the structure of the text at the macro and micro levels is described. Based on the analysis of empirical material, it is concluded that the normative text has an argumentative potential, but the argumentative and normative spaces of texts reveal a certain autonomy and coexist in parallel. The pragmatic structure of the argumentative space is actualized and superimposed on the pragmatic structure of the normative space in the case of the argumentation procedure. The analysis of the text array also showed that the widespread use of various types of contextual arguments and ways of their verbal embodiment of argumentation in most selected text units indicates the systematic nature of argumentation as a means of convincing influence on schoolchildren, who must decode and assimilate normative statements. The novelty of the study lies in the involvement of normative texts as an object of study of argumentation and the definition of patterns that determine the features of the construction of an argumentative space in pedagogical discourse.

Key words: argumentation, argumentative space, contextual argument, arguer, recipient, pedagogical discourse, normative discourse.

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