Категория: 5.9. Philology

Metaphorization process in english professional advertising discourse

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DOI 10.51955/2312-1327_2021_2_69

Seda Batyrovna Tsoloeva

Abstract. The article is devoted to the consideration of the peculiarities of the metaphorization process in the professional advertising discourse. The research material is modern English-language advertising texts thematically belonging to the field of design and architecture, published in the magazines The Art of Design, Interior Design Today and posted on the Internet. Sharing the position of representatives of cognitive linguistics on the nature of metaphor and the presence in its structure of the sphere of “source” and the sphere of “target”, the author emphasizes the importance and prospects of the method of metaphorical modeling in the study and comprehension of various types of discourse, including advertising discourse, which is the object of research in the present work. Based on the results of an empirical analysis of advertising texts from the English-language magazines The Art of Design and Interior Design Today, the author identifies artifact and anthropomorphic metaphorical models, which have their own language specifics, their own verbalizers of metaphorical transformations representing a certain part of speech, as well as pragmatic value. The paper presents statistical data demonstrating the frequency of the use of metaphorical models in English-language advertising texts and indicating the importance of the metaphorization process in the context of advertising communication.

Keywords: professional communication, artifact metaphor, anthropomorphic metaphor, metaphorical modeling, advertising discourse, advertising text, design and architecture, English.

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On phraseological representation of the concept ukhel ‘death’ in the buryat language

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DOI 10.51955/2312-1327_2021_1_132

Tatiana B. Tagarova

Abstract. The paper considers the concept ukhel ‘death’ verbalized by phraseological units of the Buryat language in the linguoculturological aspect. Differences in understanding of the concept ukhel ‘death’ in the Buryat naive view of the world and the scientific type of consciousness, namely, the belief in the existence of the soul after death in the linguistic view of the world and its denial in the scientific world-image are revealed. The existence of phraseological units with the meaning of death demonstrates the connection with the ancient ritual actions for the burial of the deceased, which is confirmed in the Mongolian literary work “The Secret History of the Mongols” in 1240. The naive view of the world of Buryat speakers-Buddhists through phraseological units reflects the understanding of death as a transition to another level of life, in a new physical body, but the subsequent life depends on the previous way of life. The worldview of shamanists is also reduced to the belief in an afterlife, but in the existence of a disembodied spirit. Phraseological meaning is developed by metonymization and metaphorization from the original free phrase. At the same time, a more significant role of the denotation is noted. A bright functional and stylistic differentiation of the phraseological unit about death is revealed. The semantic field ukhel ‘death’ demonstrates the breadth of the functions of this lexeme.

Keywords: Buryat language, the concept ‘death’, linguoculturology, phraseological unit, linguistic view of the world, scientific world-image, shamanistic, Buddhism.

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Affixation as a type of term formation based on components Dialekt/Mundart

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DOI 10.51955/2312-1327_2021_1_118

Inna V. Senina

Svetlana Y. Pozdnyakova

Abstract. The article deals with the main types of affixation as one of the leading mechanisms of term formation based on the components Dialekt / Mundart, which are the basic concepts of German dialectology. The main attention is paid to the identification of productive affixes, on the basis of which terms are able to form new terminological nests. The predominant use of affixes of Greek-Latin origin, as well as affixes of borrowed nouns and adjectives, allows to indicate the tendency for the further consolidation of the borrowed term Dialekt as the most commonly used.

Keywords: affixation, derivation, term, term formation, terminological nest, dialect, dialectology.

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Francien dialect and scripta: contours of the francien scriptural zone

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DOI 10.51955/2312-1327_2021_1_97

Lydia A. Stanovaïa

Abstract. The franciеn scriptural zone includes the scripta of Paris, Orléanais, Soissons, Senlis and Compiègne. The scripta of Burgundy constitute particular scripta. The status of scripta of Berry and Turraine requires a specialized study. The francien scriptural zone, medieval, corresponds in broad lines, but not totally, to the dialectal zone, current. The territory of the francien scriptural and dialectal zones does not correspond to that of the current Region of Île-de-France.

Keywords: history of the French language, historical dialectology, scriptology, dialect, scriptа.

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Emotional aspect in the nominations of the notion of «Heimat» (based on artistic discourse of russian germans)

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DOI 10.51955/2312-1327_2021_1_82

Mariya A. Saltymakova

Abstract. The article characterizes Russian Germans, their language, culture and mentality within the framework of contact linguistics, reveals the essence of the definition of «discourse community» in general, as well as «discourse community of Russian Germans» in particular. Considering that the present research is carried out on the material of the artistic discourse of Russian Germans, the article gives a brief definition of the notions of «discourse» and «artistic discourse». The work was carried out within the framework of the study of the nominative theory, therefore, it reveals the essence of the notions of «nomination» and «secondary nomination», by means of which the emotional component in the nominations of the notion of «Heimat» realizes.

The practical part of the work studies the emotionally colored nominations of the notion of «Heimat» in the artistic discourse of Russian Germans. A comparative-contrastive analysis of the dictionary definitions of the lexemes «emotion» and «Emotion» is carried out, the key components of the notion of «emotion» in Russian and German languages are revealed. Further, a component analysis of the surroundings of the lexeme «Heimat» is carried out both at the verbal and non-verbal levels, as well as from the standpoint of lexical, stylistic and grammatical analysis.

Keywords: contact linguistics, Russian Germans, nomination, homeland, Heimat, emotion, Emotion.

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Female types of german laughter linguocultural: nomination of women in jokes

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DOI 10.51955/2312-1327_2021_1_69

Raisa I. Babaeva

Anna S. Iatsenko

Abstract. The issues considered in the article are interconnected with the problem of gender relations in the modern German-speaking world. The article describes the most common ways of nominating female characters in modern German-language jokes, on the basis of the identified feminitives, five main feminine types are distinguished, characteristic of the German-language laughing folk linguistic culture: linguocultural types correlated with proper names; linguocultural types correlated with real people, linguocultural types correlated with professions and occupation; linguocultural types correlated with kinship and social relations; linguocultural types correlated with appearance of a woman. The theoretical basis for the analysis of the material was the theory of linguocultural types, developed in domestic linguistics, the theory of discourse analysis, theoretical provisions developed in the framework of the study of humorous discourse, the position of gender linguistics. As a result of the analysis, it is concluded that the identified types are a significant part of the German-speaking laughable folk linguistic culture, the negative qualities of feminine characters, played in a certain way, constitute the pointe of the anecdote, while the positive qualities of female characters manifested in the joke create only a context against which realized pointe.

Key words: humorous discourse, German, joke, feminitive, cultural linguistic type, proper name.

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Intercategorial interaction in researches of verbal communication

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DOI 10.51955/2312-1327_2021_1_55

Olga A. Kostrova

Abstract. Interdisciplinary approach is a basic research method of contemporary human sciences. Abroad, they reveal intralingual categorial interaction as well as interlingual interference and personal identification. In the last studies of Russian linguists, there are methods, principles and technologies of categorial transfer revealed. In cognitive linguistics, the problem of new definition of language and their functions is discussed. In this paper, the author continues the study of categorial interaction that was started in her previous work. Now, the study is devoted to analysis of verbal communication in monographs by domestic and foreign linguists. The author proceeds from the methodological principle of system holism that defines language type and cultural system based on context relation. In her analyses, the author uses the method of interpretation to explain the terminology and language units. She has revealed some specific features of categorial interaction in everyday, political and textual communication. Also, she has confirmed the thesis by Edward Hall about the fundamental meaning of the cultural context that defines language functioning. She precises the value of language system in verbal communication.

The research opens the perspectives for further studies which can generalize the interdisciplinary methods of linguistic analyses. These methods are high demand in a lot of spheres: by supervision of research, by expert supervision of theses and scientific papers as well as by participating on scientific symposiums and preparing the papers for publication.

Key words: categorial interaction, language system, cultural concepts, verbal communication, everyday communication, political speech, text

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Linguistic means of expressing indirect evaluation in modern english political discourse

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Krivchenko I.B.

Mustafaeva L.P.

The paper focuses on the analysis of indirect evaluation and its linguistic means in the modern English political discourse. Emotionally coloured words, which are frequent in the political speeches of the English and American politicians, stylistic devices they employ and communicative strategies and tactics which lie in the basis of any political speech may be used to express evaluation indirectly. The authors claim that it is indirect evaluation which prevails nowadays in the political communication held in the English language.

Key words: political discourse, political speech, evaluation, indirect evaluation, linguistic means of evaluation.

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The role of grammatical means in the creation of the image of Joan of Arc by Charles Péguy

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Dubnyakova O. A.

Ivanova A. G.

The article presents a study of the image of Joan of Arc in the work “Mystery of the Charity of Joan of Arc” by a French writer Charles Péguy (1873-1914), poet, playwright and journalist; as well as the important role of the grammatical means used by the writer to create the image of the Maid of Orléans.

Keywords: anticlericalism, Joan of Arc, French grammar, Christian literature, Charles Péguy, socialism.

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Hypnotic metaphor as an effective lexical tool in professional business discourse

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Racheev N. O.

Kozlova E. A.

The article is devoted to the issues of speech influence and interaction, namely the metaphorical conceptualization of reality and the hypnotic potential of а metaphor in professional business discourse. The review of the literature is devoted to metaphors in psychology and linguistics. The experiment of metaphor application in the sphere of small business management is described. The authors come to the conclusion about the effectiveness of hypnotic metaphor usage in management.

Keywords: linguistic manipulation, hypnotic metaphor, human resources management, communication efficiency, persuasive discourse, hypnosis, trance.

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