ADVERTISING TEXT AS A SOURСE OF CULTURAL AND LINGUISTIC INFORMATION
DOI: 10.23951/1609-624X-2018-8-9-13
Advertising text in English is considered at the intersection of two paradigms: linguistics and cultural studies. The relevance of the article is due to the ability of the advertising text to broadcast not only information about the product or service (price, parameters, benefits), but also about the way of British life and culture, and therefore it can be used in the process of learning language at the university. For example, the focus of our attention was on advertising texts from the magazine “The People’s Friend” – a magazine which is mainly intended for older women and is broadly traditionalist in outlook. Reading advertising texts contributes to the development of the skills of English language learners to decode, correctly interpret the hidden cultural codes in the text, to formulate their attitude to the information contained in the text and adequately use the acquired knowledge in speech. Analysis of several advertising texts revealed the attitude of the British to aging, wills, charity, burial: 1) elderly people’s life should be comfortable with help of the advertised devices (Stairlift, Easy-Air Bath Lift, safety seat); 2) it’s common to make a will and donate to a charity (leave a gift in your will, including World Cancer Research Fund in your Will, Please remember Battersea Dogs and Cats in your Will); 3) it’s common to take care of one’s burial (to plan your funeral, to pay your funeral, in advance); 4) people may be cremated after their death; some people may wear a locket with ashes typically after a funeral ceremony in memory of their loved ones (The locket opens to reveal a vial that can contain ashes as a memorial).
Keywords: text, advertising, commercial, cultural linguistics, cultural and linguistic component of the text, stereotype, tradition
References:
1. Ivanova S. V., Nikolaeva A. V. Rol’ «pustykh» slov v tekste reklamy (na materiale angloyazychnykh reklamnykh tekstov) [The role of “empty” words in the advertizing text (on the basis of English commercials)]. Politicheskaya lingvistika – Political Linguistics Journal, 2011, no. 4 (38), pp. 202–209 (in Russian).
2. Lesokhina A. M. Formirovaniye u studentov yazykovykh vuzov umeniy izvlekat’ lingvokul’turologicheskuyu informatsiyu v protsesse chteniya inoyazychnykh tekstov raznykh zhanrov (na materiale ispanskogo yazyka). Avtoref. dis… kand. ped. nauk. [Formation of the ability of language university students to extract linguistic and culturological information in the process of reading foreign language texts of different genres (on the material of the Spanish language). Abstract of thesis cand. ped. sci.]. Saint Petersburg, 2012 (in Russian).
3. Plotnikova E. V. Problemy reklamnoy deyatel’nosti v usloviyakh postindustrial’noy kul’tury [Problems of advertising in the post-industrial culture]. URL: https://cyberleninka.ru/article/v/problemy-reklamnoy-deyatelnosti-v-usloviyah-postindustrialnoy-kultury (accessed 2 February 2018) (in Russian).
4. Imshinetskaya I. Ya. Kreativ v reklame [Creativity in advertising]. Moscow, RIP-kholding Publ., 2005. 174 p. (in Russian).
5. The People’s Friend. Published by DC Thomson. September 2, 2017. No 6791. 88 p.
6. The People’s Friend. Published by DC Thomson. November 4, 2017. No 6798. 88 p.
7. The People’s Friend. Special Issue. Published by DC Thomson. November 2017. No 149. 76 p.
8. Rum, Adrian R. U. Velikobritaniya. Lingvostranovedcheskiy slovar’. Dictionary of Great Britain: Okolo 10 000 slov. st. 3. izd., ster [Great Britain. Linguistic Dictionary = Dictionary of Great Britain: About 10,000 entries. 3rd edition, stereotyped]. Moscow, Rus. yaz. Publ., 2002. 558 p. (in Russian).
9. Azarov A. A. Russko-angliyskiy slovar’ religioznoy leksiki (s tolkovaniyami): Ok. 14000 slovarnykh statey. Ok. 25000 angl. ekvivalentov. Red. V. Kurasov [Russian-English Religious Dictionary. About 14,000 entries. About 25,000 Eng. equivalents. Ed. V. Kurasov]. Moscow, Russo Publ., 2002. 753 p. (in Russian).
10. The People’s Friend. Published by DC Thomson. July 4, 2017. No 6781. 96 p.
( 458.91 kB ) 
( 398.41 kB )
Issue: 8, 2018
Series of issue: Issue 3
Rubric: COGNITIVE-DISCOURSIVE LINGUISTICS AND CULTURAL LINGUISTICS
Pages: 9 — 13
Downloads: 932