Download ABSTRACT Baidullayeva Assel Batyrovna Cognitive

ABSTRACT
Baidullayeva Assel Batyrovna
Cognitive-communicative nature of advertising slogans on the material in
Kazakh, English, Russian and German languages
The subject of the dissertation is devoted to cognitive and communicative
nature of advertising slogans on the material in English, Kazakh, Russian and
German languages.
In contemporary world scientists pay more and more attention to
advertising, since it covers such important areas as psychology, cultural studies,
journalism, political science, economics and linguistics. Advertising is firmly
having been established in all areas of products and services offered. Its subjects
include clothing, electronics, medicine, and other variety of services. She is in tune
with our needs and emotional mood, that is why it does not only affects the market,
but also it influences on people's minds.
We should note especial activity of Russian scientists in the study of
advertising language. Each author tries to give their own definition of the term,
concepts. Their works cover the following aspects:
1. Epistemological;
2. Ontological;
3. Psychological;
4. Postmodernist "
According to research directions we can define the following groups of
works:
Formation and development of advertising in Russian culture (V.V.
Uchenova, N.V. Starykh, N.D. Bogachyova, A.K. Burlaenko, F.G. Pankratov, T.K.
Seregina, V.G. Shakhurin) ;
Social role of advertising (B. M. Razumovskiy, V. Е. Demidov, V. G.
Zazykin, L. А. Kudin, B. F. Fomov);
Axiological aspect of advertising text (Z. P. Tabakova);
Visual peculiarities of advertising (V. Barabanshchikov; R. Arikheim);
Role of TV advertising (V. Glazunova, А. Ossoskin, М. Boitler);
Role of radio advertising (E. P. Stoyanova, I. Chetvertakova, Al Marbud
Valid, Т. Znamenskiy);
Role of mass-media advertising (L. V. Lebedeva, V. Demidov, N. B.
Filchikova);
Marketing role of advertising (V. V. Glazunova, D. Bekleshov, I. I.
Goltzeker, А. Degtyaryov, L. V. Kornilov, P. А. Oyamaa);
Role of advertising in market relations (Е. F. Тarassov, R. R. Klix, Е. S.
Vorovskaya);
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General characteristic of advertising text structure (А. Crompton, М. А.
Mutovina, D. Bekleshov, D. E. Rozental, N. N. Kokhtev);
Linguistic peculiarities of advertising text (N. А. Gurskaya);
Defining functional-semantic rules of advertising text composing (G. N.
Kuznetzova);
Social and psycholinguistic peculiarities of advertising language (А. А.
Leontiyev).
Actuality of Research. Social role of advertising in society’s development
is increasing day by day. Communicative rules of advertising, peculiarities of
linguistic means usage in informative function and impact function, verbal and
non-verbal means of communication in advertising still need a thorough research.
That is why the problem of investigating an advertising slogan has become a
supremely actual.
Purpose of Research. The Research’s purpose is to define cognitive,
communicative, structural-semantic peculiarities of an advertising slogan, and to
determine the tendency of their development in the contemporary advertising. To
achieve the purpose of the Research, it is necessary to fulfill the following
objectives:
- to identify how well advertising and advertising slogan are investigated,
and condition of advertising in our country;
- to define the advertising slogan;
- to examine the stylistic peculiarities of advertising slogan composition;
- to describe communicative and pragmatic features of advertising slogans;
- to consider extra-linguistic and national-cultural factors influencing the
pragmatic peculiarities of advertising slogan;
- to identify the role and function of semantic and pragmatic presuppositions
in the advertising slogans;
- to define the role and types of metaphors in the advertising slogan;
- to make an effort to describe the linguistic consciousness of American and
Kazakh societies using the method of free association experiment.
Object of Research. Advertising slogans in English, Kazakh, Russian and
German languages.
Subject of Research. Cognitive and communicative peculiarities of
advertising slogans.
Scientific Novelty. In our research work we have done a complex analysis
of advertising slogans in cognitive and pragmatic aspects. Slogans for the first
time were investigated from cognitive and pragmatic points of view.
The Work’s Theoretic, Academic and Research Importance. Materials
of the research work can be used during study of other small genre of advertising
text, language or communication study of a definite region. The results of the study
can be used during professional training of linguists, psychologists, sociologists,
whose specialties are closely connected with advertising and media relations. Also
they can be useful for composing advertising slogans by professionals and
amateurs.
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Theoretic and Methodic Grounds for Research. Working on our research
the following scientific methods were used: linguistic analysis, cognitive and
pragmatic analysis, comparative analysis, method of free associative experiment.
Publications and Reviews.
The results of the research work were discussed at the Romanic-German Philology
Chair of KazUIR&WL named after Abylai khan. The main results were published
in scientific articles including journals recommended by CCES of the MES of the
RK (3), materials of international conferences (4) including International
Conference in Montana, the USA “Science: Integrating Theory and Practice”, and
1 article in the Life Science Journal (Scopus).
Basic Results and Conclusions Offered for Defense:
- Slogan is a compressed and memorable type of advertising communication
which includes the main idea of speech;
- There are one or several presuppositions in a slogan;
- Presupposition is the main suggestive power of a slogan;
- Linguistic peculiarities of a slogan (lexical, morphological etc.) are specified
by its genre, and as a rule are not a mistake or a deviation from stylistic
norms.
Thesis Structure. The research consists of introduction, theoretical and
practical chapters, conclusion, list of bibliography and appendix.
During the study cognitive-communicative and structural-semantic features of an
advertising slogan are identified; their development tendencies in modern
advertising are traced and described. Linguistic and cognitive features of an
advertising slogan are defined. Stylistic features, communicative and pragmatic
directions of slogans are analyzed. Extralinguistic and national-cultural aspects in
advertising slogans are thoroughly considered. Also the role of the thesis and
functions and presuppositions in the advertising slogan, the role of metaphor in the
slogans are analyzed. The role of national stereotypes in advertising slogans is
revealed, as well as linguistic consciousness of Americans and Kazakhs was
revealed with the help of free associative experiment.
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