Institute of Philology of the Siberian Branch of Russian Academy of Sciences
Monuments of Folklore Siberian Journal of Philology Critique and Semiotics
Yazyki i fol’klor korennykh narodov Sibiri Syuzhetologiya i Syuzhetografiya
Institute of Philology of
the Siberian Branch of
Russian Academy of Sciences
По-русски
DOI: 10.25205/2307-1737
Roskomnadzor certificate number Эл № ФС 77-84784 
Kritika i Semiotika (Critique and Semiotics)
По-русски
Archive
Submission requirements
Process for Submission and Publication
Editor′s office
Editorial Board and Editorial Council
Our ethical principles
Search:


Email: silantev@post.nsu.ru

Article

Name: Pragmatic and Semantic Parameters of Linguistic and Discursive Creativity in Advertising

Authors: Olga V. Sokolova

Institute of Linguistics of the Russian Academy of Sciences, Moscow, Russian Federation

Issue 2, 2021Pages 52-70
UDK: 81'42 DOI: 10.25205/2307-1737-2021-2-52-70

Abstract: The article investigates advertising discourse in terms of linguistic creativity. The analysis undertakes on the basis of functional and communicative discursive approaches. The characteristic of advertising is the dominance ofappellative function and the orientation towards the drawing of the addressee’s attention with the help of linguistic means of deviation from the language norm. Considering that structural deviation is considered to be a “norm” for advertising, we explore linguistic creativity on the basis of semantics and pragmatics. The paper enumerates and draws upon the basic parameters of linguistic pragmatic and semantic, which are characteristic of advertising discourse.

Keywords: advertising discourse, linguistic creativity, linguistic pragmatic parameters, semantic parameters

Bibliography:

Apresyan Yu. D. Deiksis v leksike i grammatike i naivnaya model' mira [Deixis in vocabulary and grammar and the naive model of the world]. Semiotika i informatika, 1986, no. 28, pp. 5–33. (in Russ.)

Arutyunova N. D. Yazyk i mir cheloveka [Language and the world of man]. Moscow, 1999, 896 p. (in Russ.)

Demyankov V. Z. Funktsionalizm v zarubezhnoy lingvistike kontsa 20 veka [Functionalism in foreign linguistics at the end of the 20th century]. In: Diskurs, rech', rechevaya deyatel'nost': Funktsional'nye i strukturnye aspekty. Moscow, 2000, pp. 26–136. (in Russ.)

Demyankov V. Z. Yazykovoe tvorchestvo i rechevaya kreativnost' [Linguistic creativity and speech creativity]. In: Language as a mediator between knowledge and art. Moscow, 2009, pp. 11–19. (in Russ.)

Fairclough N. Language and Power. London, Longman, 1989

Feshchenko V. V. From linguoaesthetics to linguoheuristics: word creation in artistic and scientific discourses. Critique and Semiotics, 2020, no. 1, pp. 92–113. (in Russ.) DOI 10.25205/2307-1737-2020-1-92-113

Iriskhanova O. K. Lingvokreativnye osnovaniya teorii nominalizatsii [Linguistic and creative foundations of the theory of nominalization]. Dr. Philol. Sci. Diss. Moscow, 2004, 332 p. (in Russ.)

Kiose M. I. Yu. S. Stepanov’s Method of Ascension and Cognitive-Semiotic Dimensions of Optimal Linguistic Creativity. Critique and Semiotics, 2021, no. 1, pp. 107–126. (in Russ.) DOI 10.25205/2307-1737-2021-1-107-126

Langlotz A. Language, creativity, and cognition from. In: The Routledge Handbook of Language and Creativity. London, Routledge, 2015, pp. 40–60.

Leech G. N. Principles of Pragmatics. London, New York, Longman, 1983, 250 p.

Levinson S. C. Pragmatics. Cambridge University Press, 1983, 436 p.

Ostin J. Kak proizvodit' deistviya s pomoshch'yu slov [How to do things with words]. Moscow, 1999, 332 p. (in Russ.)

Paducheva E. V. Egotsentricheskie edinitsy yazyka [Egocentric units of language]. Moscow, 2019, 440 p. (in Russ.)

Radbil T. B. Yazykovye anomalii v khudozhestvennom tekste: Andrey Platonov i drugie [Linguistic anomalies in literary text: Andrei Platonov and others]. Moscow, 2012, 323 p. (in Russ.)

Sampson G. Two ideas of creativity. In: Evidence. Experiment and argument in linguistics and philosophy of language. Ed. by M. Hinton. Bern, Peter Lang, 2016, pp. 15–26.

Serio P. Russkiy yazyk i analiz sovetskogo politicheskogo diskursa, analiz nominalizatsiy [Russian language and analysis of Soviet political discourse, analysis of nominalizations]. In: Kvadratura smysla: Frantsuzskaya shkola ana- liza diskursa. Moscow, 1999, pp. 337–383. (in Russ.)

Searle J., Vanderveken D. Osnovnye ponyatiya ischisleniya rechevykh aktov [Basic concepts of the calculus of speech acts]. In: Novoe v zarubezhnoy lingvistike. Moscow, 1986, iss. 18, pp. 242–263. (in Russ.)

Simone R. Pubblicitа e creativitа linguistica. In: Baldini M. Il linguaggio della pubblicitа. Roma, 2003, pp. 115–119.

Sokolova O. V. Discourse-“Logophagus”: The Boundaries of Linguistic

Creativity and Stereotypy in Advertising. Critique and Semiotics, 2020, no. 1, pp. 114–142. (in Russ.) DOI 10.25205/2307-1737-2020-1-114-142

Sokolova O. V. Diskursy aktivnogo vozdejstviya: teoriya i tipologiya. [Discourses of active influence: theory and typology]. Abstract of Dr. Philol. Sci. Diss. Moscow, 2015, 54 p. (in Russ.)

Zykova I. V. Metayazyk lingvokul'turologii: konstanty i varianty [The metalanguage of cultural linguistics: Constants and variants]. Moscow, 2017, 752 p. (in Russ.)

Zykova I. V., Kiose M. I. Parametrizatsiya lingvisticheskoy kreativnosti v mezhdiskursivnom aspekte: kinodiskurs vs diskurs detskoy literatury [Parametrizing linguistic creativity in an interdiscursive aspect: film discourse vs discourse of children’s literature]. Voprosy kognitivnoy lingvistiki, 2020, no. 2, pp. 26–40. (in Russ.)

Institute of Philology
Nikolaeva st., 8, Novosibirsk, 630090, Russian Federation
+7-383-330-15-18, ifl@philology.nsc.ru
© Institute of Philology