Semantic Types of Personification in Design Advertising Texts

Personification is a way of artistic assimilation of reality, in the process of which an inanimate denotate is endowed with human properties. The formation of a new meaning is accompanied by implicit increments of an emotionally evaluative nature. The complex nature of this trail attracts the attent...

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Main Author: Elena N. Lyashenko
Format: Article
Language:English
Published: Sourthern Federal University 2018-06-01
Series:Izvestiâ Ûžnogo Federalʹnogo Universiteta: Filologičeskie Nauki
Subjects:
Online Access:http://philol-journal.sfedu.ru/index.php/sfuphilol/article/view/1158
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author Elena N. Lyashenko
author_facet Elena N. Lyashenko
author_sort Elena N. Lyashenko
collection DOAJ
description Personification is a way of artistic assimilation of reality, in the process of which an inanimate denotate is endowed with human properties. The formation of a new meaning is accompanied by implicit increments of an emotionally evaluative nature. The complex nature of this trail attracts the attention of linguists, literary critics, folklorists, psychologists, philosophers and culturologists. In the advertising sphere, personification performs various functions – the formation of an attractive image of the product, its individualization; demonstration of the advantages of the goods; creating a certain emotional mood. As instruments of impersonation in the analyzed texts are specific, collective and abstract nouns, as well as verbs with anthropomorphic semantics. In order to specify advertising images, goods are endowed with human attributes, they are represented as an assistant, friend, etc. The personifying semantics of verbal trademarks reflects the nature of the company’s activities.
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spelling doaj.art-32b99ce4c8c7499aab8ef4f054a4e9342022-12-21T18:57:56ZengSourthern Federal UniversityIzvestiâ Ûžnogo Federalʹnogo Universiteta: Filologičeskie Nauki1995-06402312-13432018-06-012018212813510.23683/1995-0640-2018-2-128-135Semantic Types of Personification in Design Advertising TextsElena N. Lyashenko0Southern Federal UniversityPersonification is a way of artistic assimilation of reality, in the process of which an inanimate denotate is endowed with human properties. The formation of a new meaning is accompanied by implicit increments of an emotionally evaluative nature. The complex nature of this trail attracts the attention of linguists, literary critics, folklorists, psychologists, philosophers and culturologists. In the advertising sphere, personification performs various functions – the formation of an attractive image of the product, its individualization; demonstration of the advantages of the goods; creating a certain emotional mood. As instruments of impersonation in the analyzed texts are specific, collective and abstract nouns, as well as verbs with anthropomorphic semantics. In order to specify advertising images, goods are endowed with human attributes, they are represented as an assistant, friend, etc. The personifying semantics of verbal trademarks reflects the nature of the company’s activities.http://philol-journal.sfedu.ru/index.php/sfuphilol/article/view/1158personificationdenotation of personificationhuman attributesimplicit informationindividualization of the brandformation of an attractive image of the product
spellingShingle Elena N. Lyashenko
Semantic Types of Personification in Design Advertising Texts
Izvestiâ Ûžnogo Federalʹnogo Universiteta: Filologičeskie Nauki
personification
denotation of personification
human attributes
implicit information
individualization of the brand
formation of an attractive image of the product
title Semantic Types of Personification in Design Advertising Texts
title_full Semantic Types of Personification in Design Advertising Texts
title_fullStr Semantic Types of Personification in Design Advertising Texts
title_full_unstemmed Semantic Types of Personification in Design Advertising Texts
title_short Semantic Types of Personification in Design Advertising Texts
title_sort semantic types of personification in design advertising texts
topic personification
denotation of personification
human attributes
implicit information
individualization of the brand
formation of an attractive image of the product
url http://philol-journal.sfedu.ru/index.php/sfuphilol/article/view/1158
work_keys_str_mv AT elenanlyashenko semantictypesofpersonificationindesignadvertisingtexts