SOCIAL INTERACTION IN ADVERTISING TECHNICAL DISCOURSE
Background. In connection with the active interest of researchers in the problems of social interaction in the public communicative space, it is reasonable for the authors to refer to the advertising technical discourse, where the features of social communication are due to different types of target...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Science and Innovation Center Publishing House
2022-03-01
|
| Series: | Sovremennye Issledovaniâ Socialʹnyh Problem |
| Subjects: | |
| Online Access: | http://soc-journal.ru/jour/index.php/mssi/article/view/207 |
| _version_ | 1811258887570980864 |
|---|---|
| author | Vera V. Boguslavskaya Hongbo Yu |
| author_facet | Vera V. Boguslavskaya Hongbo Yu |
| author_sort | Vera V. Boguslavskaya |
| collection | DOAJ |
| description | Background. In connection with the active interest of researchers in the problems of social interaction in the public communicative space, it is reasonable for the authors to refer to the advertising technical discourse, where the features of social communication are due to different types of target audience, i.e., specialists, business people and the mass audience.
The purpose of the study is to identify and characterize the sociolinguistic features of advertising technical discourse, taking into account the social purposefulness and targeting of this type of discourse.
Materials and methods. The empirical material was advertising booklets and ads in Yandex from 2018 to 2022. The sample size for the article was 140 texts of technical advertising. When analyzing the material, interpretive analysis, the method of content analysis were used.
Results. The results of the study showed that technical advertising texts intended for specialists are characterized by the use of special terms. Those addressed to business people are characterized by the dominance of lexical units of economic subjects, the active use of attributive phrases, abbreviations in the field of economics and the international security standard. Technical advertising for a mass audience is distinguished by the use of evaluative words and expressions, various stylistic means. The analysis of social interaction in advertising technical discourse made it possible to identify the sociolinguistic specifics of advertising technical discourse by characterizing the language means used in advertising created for different types of recipients.
Practical implications. The results of the study can be used in practical work by advertising specialists who promote technical and high-tech products on the market; in lecture courses on lexicology and advertising discourse, they can also be useful to scientists involved in research on technical and scientific and technical advertising. |
| first_indexed | 2024-04-12T18:21:17Z |
| format | Article |
| id | doaj.art-06a7470128ec4b3db8f1937d51c1871b |
| institution | Directory Open Access Journal |
| issn | 2077-1770 2218-7405 |
| language | English |
| last_indexed | 2024-04-12T18:21:17Z |
| publishDate | 2022-03-01 |
| publisher | Science and Innovation Center Publishing House |
| record_format | Article |
| series | Sovremennye Issledovaniâ Socialʹnyh Problem |
| spelling | doaj.art-06a7470128ec4b3db8f1937d51c1871b2022-12-22T03:21:25ZengScience and Innovation Center Publishing HouseSovremennye Issledovaniâ Socialʹnyh Problem2077-17702218-74052022-03-011419712010.12731/2077-1770-2022-14-1-97-120207SOCIAL INTERACTION IN ADVERTISING TECHNICAL DISCOURSEVera V. Boguslavskaya0Hongbo Yu1The Pushkin State Russian Language InstituteThe Pushkin State Russian Language InstituteBackground. In connection with the active interest of researchers in the problems of social interaction in the public communicative space, it is reasonable for the authors to refer to the advertising technical discourse, where the features of social communication are due to different types of target audience, i.e., specialists, business people and the mass audience. The purpose of the study is to identify and characterize the sociolinguistic features of advertising technical discourse, taking into account the social purposefulness and targeting of this type of discourse. Materials and methods. The empirical material was advertising booklets and ads in Yandex from 2018 to 2022. The sample size for the article was 140 texts of technical advertising. When analyzing the material, interpretive analysis, the method of content analysis were used. Results. The results of the study showed that technical advertising texts intended for specialists are characterized by the use of special terms. Those addressed to business people are characterized by the dominance of lexical units of economic subjects, the active use of attributive phrases, abbreviations in the field of economics and the international security standard. Technical advertising for a mass audience is distinguished by the use of evaluative words and expressions, various stylistic means. The analysis of social interaction in advertising technical discourse made it possible to identify the sociolinguistic specifics of advertising technical discourse by characterizing the language means used in advertising created for different types of recipients. Practical implications. The results of the study can be used in practical work by advertising specialists who promote technical and high-tech products on the market; in lecture courses on lexicology and advertising discourse, they can also be useful to scientists involved in research on technical and scientific and technical advertising.http://soc-journal.ru/jour/index.php/mssi/article/view/207social communicationadvertising technical discourselanguage meansaddressing |
| spellingShingle | Vera V. Boguslavskaya Hongbo Yu SOCIAL INTERACTION IN ADVERTISING TECHNICAL DISCOURSE Sovremennye Issledovaniâ Socialʹnyh Problem social communication advertising technical discourse language means addressing |
| title | SOCIAL INTERACTION IN ADVERTISING TECHNICAL DISCOURSE |
| title_full | SOCIAL INTERACTION IN ADVERTISING TECHNICAL DISCOURSE |
| title_fullStr | SOCIAL INTERACTION IN ADVERTISING TECHNICAL DISCOURSE |
| title_full_unstemmed | SOCIAL INTERACTION IN ADVERTISING TECHNICAL DISCOURSE |
| title_short | SOCIAL INTERACTION IN ADVERTISING TECHNICAL DISCOURSE |
| title_sort | social interaction in advertising technical discourse |
| topic | social communication advertising technical discourse language means addressing |
| url | http://soc-journal.ru/jour/index.php/mssi/article/view/207 |
| work_keys_str_mv | AT veravboguslavskaya socialinteractioninadvertisingtechnicaldiscourse AT hongboyu socialinteractioninadvertisingtechnicaldiscourse |