This study is an attempt to analyse economic discourse metaphors and stable expressions. Significant attention is paid to metaphor creative potential in the field of terms formation as well as representation of certain aspects of economic reality events. Some rhetoric models are especially studied from the point of view of their rhetoric impact on the potential audience. The market of goods and services began to develop rapidly in the modern consumer society, and as a result, the corpus of language tools began to expand to attract the attention of potential recipients of goods and services. Economics and linguistics are two spheres of science that are united by humans – acting and thinking/ speaking. Modern consumer society requires members of society equipped with economic knowledge that facilitate the process of acquiring something. Today, advertising with economic terminology is becoming more diverse, and it can be targeted at professionals and the broadest segments of the population. Recently, not only linguistic but also paralinguistic levels of advertising discourse realisation have become more and more relevant. The authors consider the phenomenon of linguistic metaphors in economic advertising discourse. The complexity of understanding the material is due to the use of linguistic and cultural stereotypes of the local type. The authors propose to pay attention to the fact of using metaphors of a language culture to attract potential consumers of economic services and create an image of an attractive product of economic discourse in one of the primary mechanisms for managing economic interests in the consumer society. Hence, there is a need to study economic terminology and its functioning in modern economic discourse. This study considers the metaphors of economic discourse as a manifestation of his interdiscursive nature. We analyse the compatibility of economic metaphors with national and cultural symbols and possibilities to influence the audience.
Introduction: hydronyms due to their specificity have a high linguistic and cultural significance. They reflect different aspects of human society. Semantic and etymological analysis is a necessary stage in the development of regional toponymy and an effective way to obtain diverse information leading to an understanding of the cultural code of the nation. Objective: semantic and etymological description of the substrate hydronyms of the Lower Konda. Research materials: names of water geographical objects identified in written sources, geographical maps. Results and novelty of the research: as a result of the study, it was found that the substrate hydronymy of the Lower Konda includes russified names of Khanty and Mansi origin with the absolute predominance of the Khanty names. The polylinguality of toponymy is determined by the ethnic composition of the population of the Lower Konda. The semantics of hydronyms reflected the worldview of the indigenous ethnic groups. The principles of nomination of the onyms are typical: according the properties of geographical object, related objects, and connections with people. They reflect a universal feature of human thinking to identify the typical and the unique in an object, to perceive the totality of names as a system, to see their connections and relationships. The specifics are the semantic content of onyms, the presence of hybrid lexemes, and names with double motivation. The scientific novelty of the work consists in the fact that for the first time the hydronymy of the Lower Konda is subjected by complex semantic and etymological analysis, and its specific features are revealed.
Introduction. The written monument of Siberian writing “A brief description of the Ostyak people” contains a unique description of the life of the indigenous population of Siberia, the Ostyaks, made by a historiographer Grigory Novitsky on the basis of personal observations. The article analyses the structure and content of the monument, presents a historical information about the time of creation and its authorship, notes the historical and cultural significance of the source. The objective of the article is to carry out its historical and cultural analysis, including the analysis of its structure and content. Materials and Methods. The study was based on the material of the Siberian written monument of the early XVIII century “A brief description of the Ostyak people” by G. Novitsky. To obtain objective conclusionsthe author employed descriptive and comparative methods. When analyzing the structure, content and information value of the text, the methods of component analysis and structural-semantic were used. Results and Discussion. The article presents the historical and cultural analysis of the first ethnographic work on Siberia. It contains an analysis of the description of the life and culture of the Ostyaks who historically lives in Siberia, the location of their lands and contacts with other peoples. The book is noted to contain reliable information about the history of Siberia, its borders and natural wealth, the indigenous peoples living in this region, the Tatar tribes, their rulers, the initial reign of Khan Kuchum, the foundation of the first towns of Siberia, as well as the conquest of Siberia by Ermak. In detailed way the text shows the area that at that time was inhabited by the Khanty. Historically, the representatives of various language groups lived here. The text of the written monument provides the information about the diversity of cultures and languages on the territory of Siberia. The rich and varied ethno-cultural linguistic material of the written monument witnesses the state of the Russian literary national language in the period of the formation of its norms. Conclusion. The text of the written monument, containing an extensive description of the Siberian lands and the peoples living there, is a valuable historical and ethno-cultural material for researchers, the evidence of the processes that took place in the Russian language during the formation of its norms.
Introduction. The article analyses of extralinguistic factors that form the advertising trademarks of Ugra. Created emblems, product logos represent an original trade proposal, based on the culture and language of the Khanty and Mansi peoples. The aim of the paper is to determine the role of folk images, motives of the Khanty and Mansi in the process of creating modern trade marks for Ugra advertising. When analyzing logos, brands, symbols of Ugra brands, it is substantiated that one of the effective methods of influencing the audience is the appeal to folk culture, folk memory. Materials and Methods. Advertisement texts were collected from Khanty-Mansiysk local printed media, Internet advertisement (VKontakte social media, Youtube) by the continuous sampling method. A total of 450 advertisements were analysed. The main research methods are descriptive, component analysis, as well as individual elements of comparative and contextual methods. Results and Discussion. Background knowledge of the Khanty and Mansi peoples that were presented in the product’s trademark, stimulate the recipient’s mental process, activate autocommunication. Creolization in demonstrating the advantages of the Yugor brand allows a potential customer to complete the message by replenishing the details, thereby contributing to the promotion of goods in the consumer market. Nowadays the research in the Khanty language lack specialised research papers dedicated to folklore references in advertisement, there are only a few piecewise studies. On the other hand, the abundance of research in folklore studies, social studies, cultural studies and brand-building demonstrate the timelessness of the subject from the perspective of the linguistic manifestation of Khanty worldview in advertisement texts. Conclusion. The material of the study reveals the people’s wealth and the effectiveness of Khanty and Mansi references in advertisement. Linguistic ethnical and cultural stereotypes construct a wideview on the subject and create a unique, individual trade proposal in other regions as well.
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