SEMANTIC TRANSFORMATION OF THE GLOBAL BRANDS IN RUSSIAN MASS MEDIA OF THE POST-SOVIET PERIOD
- Авторлар: Kryukova I.V1
-
Мекемелер:
- Volgograd State Socio-Pedagogical University
- Шығарылым: Том 8, № 4 (2017)
- Беттер: 1200-1206
- Бөлім: ARTICLES
- URL: https://medbiosci.ru/2313-2299/article/view/341188
- DOI: https://doi.org/10.22363/2313-2299-2017-8-4-1200-1206
- ID: 341188
Дәйексөз келтіру
Толық мәтін
Аннотация
In this article by global brands we mean the names of companies, goods and services well-known all over the world (Coca-Cola, McDonald's, Disneyland etc.). This popularity helps such names get into the linguistic consciousness of many nations. Having conducted a thorough analysis of global brands’ usage in Russian post-Soviet mass media, we have found out that they often develop figurative attitudinal meanings and lose onomastic status in some contexts. In time global brands turn into the vivid metaphors which depict various aspects of Russian life. Semantic transformations of these names demonstrate the fluctuations of Russian value system which have been registered in recent 25 years.
Негізгі сөздер
Авторлар туралы
Irina Kryukova
Volgograd State Socio-Pedagogical University
Хат алмасуға жауапты Автор.
Email: kryukova-irina@ya.ru
Kryukova Irina Vasilievna, Doctor of Philology, Professor, Professor of the Department of Linguistics at the Volgograd State Social and Pedagogical University; scientific interests: advertising names, toponyms, Russian language styles, rhetoric
Lenina pr., 27, Volgograd, Russia, 400066Әдебиет тізімі
- Vincent, L. (2004). Legendary Brands. Мoscow.: FAIR-PRESS. (In Russ).
- Gudkov, D.B. (1999) Precedent Name and the Problem of Precedency. Мoscow: Izdatelstvo Moskovskogo Universiteta. (In Russ).
- Kryukov a, I.V. (2008) Global Onims in Modern Russian Lingvoculturology. In Human in communication. Linguoculturology and pragmatics. Volgograd: Peremena. pp. 118—125. (In Russ).
- Percija, V.M. (2007). Anatomy of Brand. Мoscow: Vershina. (In Russ).
- Podolskaya, N.V. (1988) The Dictionary of Russian Onomastic Terms. 2 ed. Мoscow: Nauka. (In Russ).
- Fomenko, O.S. (2009) Ppragmatonyms-globalism: linguistic status and functional speci ficity: abstract of thesis. Volgograd State Socio-Pedagogical Universitu. Volgograd. (In Russ).
- Haig, M. (2006) Brand Royalty. Rostov on Don: Feniks. (In Russ).
Қосымша файлдар
