Text-Speech Modeling of Addressee of Advertising Training Courses
https://doi.org/10.24224/2227-1295-2022-11-3-194-210
Abstract
The image of the target audience of training courses advertising is considered. The authors set a goal — to characterize the speech modeling of the addressee of advertisement on the basis of advertising discourse. The object of the study is the private discourse of Spanish courses advertising, the subject of the study is the language and speech units of the advertising text, which create a psychological and speech portrait of the addressee of the advertisement. The novelty of the study is seen in the fact that, on the basis of advertising texts, the communicative features of not their authors, but their addressees are analyzed. The relevance of the study is due to the importance of advertising discourse in modern mass culture, in particular, the interest in its influencing function. The authors dwell on the properties of the advertising text as one of the targeting tools, which is carried out due to the positive tone created by the system of language and speech units. The most active language and speech means of creating a positive tone in the text of advertising training courses are analyzed. Particular attention is paid to the vocabulary of different thematic groups. The authors conclude that the lexical composition of advertising training courses makes it possible to reconstruct fragments of the psychological and speech portrait of advertising recipients (students), to model their psychological characteristics, their range of interests and preferences.
About the Authors
S. N. Vinogradov
National Research Lobachevsky State University of Nizhny Novgorod
Russian Federation
Russian Federation
Sergey N. Vinogradov - Doctor of Philology, Professor Department of Modern Russian Language and General Linguistics Institute of Philology and Journalism.
Nizhny Novgorod
V. B. Shavlyuk
National Research Lobachevsky State University of Nizhny Novgorod
Russian Federation
Russian Federation
Valentina B. Shavlyuk - PhD in Philology, Associate Professor Department of Modern Russian Language and General Linguistics Institute of Philology and Journalism.
Nizhny Novgorod
References
1. Bogdanova, T. F., Boychuk, E. I. (2020). The main theoretical problems related to the concept of the tonality of the text. Verkhnevolzhsky Philological Bulletin, 4 (23): 136—141. DOI: 10.20323/2499-9679-2020-4-23-136-141. (In Russ.).
2. Chalova, O. N. (2020). The current state of the genre system of scientific communication in the field of institutional discourse. Bulletin of Polotsk State University. Series A. Hu-manities, 2: 86—89. (In Russ.).
3. Churkina, N. I. (2020). Subjects of modern education and their representation in pedagogical discourse. Cognition and activity: from the past to the present. Materials of the II All-Russian Interdisciplinary Scientific Conference (Omsk, December 3, 2020). Omsk: OmSPU Publishing House. 230—236. ISBN 978-5-8268-2281-4. (In Russ.).
4. Counting identical words. Available at: https://planetcalc.ru/3205/ (accessed 05.01.2022). (In Russ.).
5. Demirezen, M. (2011). The Foundations of the Communicative Approach and Three of Its Application. Journal of Language and Linguistic Studies, 7 (1): 57—71. Author's ar-chive
6. Erofeeva, E. V., Kudlaeva, A. N. (2003). On the question of the correlation of the concepts of TEXT and DISCOURSE. Problems of socio- and psycholinguistics: Collection of articles. Perm University. School of Sociopsycholinguistics, 3: 28—36. (In Russ.).
7. Gudina, O. A. (2011). Manipulation and its types in pedagogical discourse. Language and culture, 2 (14): 13—21. (In Russ.).
8. Karasik, V. I. (2002). Language circle: personality, concepts, discourse. Volgograd: Peremena. 477 p. ISBN 5-88234-552-2. (In Russ.).
9. Karasik, V. I. (2008). Communicative tonality. Actual problems of philology and pedagogi-cal linguistics, 10: 99—109. (In Russ.).
10. Karaulov, Yu. N. (2004). Russian language and linguistic personality. Moscow: Nauka. 261 p. ISBN 5-354-00768-2: 600. (In Russ.).
11. Komina, N. A. (2004). Organizational discourse in the educational situation (semantic and pragmatic aspects). Author’s abstract of PhD Diss. Krasnodar. 38 p. (In Russ.).
12. Leontiev, A. N. (1975). Activity. Conscience. Personality. Moscow: Publishing House of Political Literature. 304 p. (In Russ.).
13. Matveeva, T. (1996). Tonality of spoken text: three ways of description. In: Stylistyka. 210—221. (In Russ.).
14. Petrova, S. V. (2010). The teaching text as a hermeneutic problem. Proceedings of the 8th International Scientific and Practical Internet Conference “Higher School teacher in the XXI century”. Collection 8, (1). Rostov-on-Don: Rostov State University of Railways. 176—179. ISBN 978-5-88814-274-5. (In Russ.).
15. Pichugina, V. K. (2011). Anthropological discourse in pedagogy: directions of development and ways of integration. Yaroslavl Pedagogical Bulletin, 2 (II) (Psychological and pedagogical sciences). 21—25. (In Russ.).
16. Pospelova, Yu. Yu. (2009). Pedagogical discourse and its characteristics. Bulletin of the Kostroma State University named after N. A. Nekrasov, 1: 307—310. (In Russ.).
17. Robotova, A. S. (2008). Modern pedagogical discourse. Bulletin of the Herzen Universi-ty, 12: 19—25. (In Russ.).
18. Semina, T. A. (2020). Analysis of the tonality of the text: modern approaches and existing problems. Social and humanitarian sciences. Domestic and foreign literature. Series 6, Linguistics: Abstract Journal, 4: 47—64. (In Russ.).
19. Shcherbinina, Yu. V. (2010). Harmonization of pedagogical discourse. Author’s abstract of Doct. Diss. Moscow. 46 p. (In Russ.).
20. Shchirova, I. A., Goncharova, E. A. (2007). The multidimensionality of the text. Understand-ing and interpretation: A textbook. Saint Petersburg: Book House. 472 p. ISBN 978-5-94777-099-5. (In Russ.).
21. Solodovnikova, A. N. (2011). Tonality of the text of social advertising. Bulletin of the Nizhny Novgorod University named after N. I. Lobachevsky, 6 (2): 652—655. (In Russ.).
22. Studnev, E. Yu. (2011). Features of frame analysis of pedagogical discourse. Bulletin of Tambov State University. Series: Humanities, 9 (101): 242—245. (In Russ.).
23. Stylistic encyclopedic dictionary of the Russian language. (2006). Moscow: Flinta: Nauka. 696 p. ISBN 5-89349-342-7 (Flint); ISBN 5-02- 002791-X 34 (Nauka). (In Russ.).
24. What is targeting and targeted advertising in simple words. Available at: https://partnerkin.com/blog/articles/chto_takoe_targeting_i_targetirovannaya_reklama_prostymi_slovami (accessed 30.09.2021). (In Russ.).
25. Yartseva, V. N. (ed.). (1990). Linguistic encyclopedic dictionary. Moscow: Soviet Encyclo-pedia. 685 p. ISBN 5-85270-031-2. (In Russ.).
Review
For citations:
Vinogradov S.N., Shavlyuk V.B. Text-Speech Modeling of Addressee of Advertising Training Courses. Nauchnyi dialog. 2022;11(3):194-210. (In Russ.) https://doi.org/10.24224/2227-1295-2022-11-3-194-210
Views:
329
Email this article 