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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); 1 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. 2 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. 3