Medical Advertising as a Polycode Text Genre
This article explores the key features of contemporary medical print advertising in Russia, such as the subject matter, the interplay between words and images, expressive means and their frequency, as well as linguistic and visual indicators associated with medical discourse. A total of 103 Russian...
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| Format: | Article |
| Language: | Russian |
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Kazan Federal University
2024-04-01
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| Series: | Učënye Zapiski Kazanskogo Universiteta: Seriâ Gumanitarnye Nauki |
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| Online Access: | https://uzakugu.elpub.ru/jour/article/view/84 |
| _version_ | 1797205285331271680 |
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| author | N. M. Dugalich |
| author_facet | N. M. Dugalich |
| author_sort | N. M. Dugalich |
| collection | DOAJ |
| description | This article explores the key features of contemporary medical print advertising in Russia, such as the subject matter, the interplay between words and images, expressive means and their frequency, as well as linguistic and visual indicators associated with medical discourse. A total of 103 Russian medical print advertisements were collected from the Internet by continuous sampling. The analysis of these advertisements confirmed that medical advertising is a form of medical discourse that has specific features. Some of them include the use of medical terms (colloquial rather than nosological), precedent phenomena, and language play. It was also found that medical print advertising relies heavily on the integrative and image-centric connections between the verbal and visual series of a polycode text. |
| first_indexed | 2024-04-24T08:48:41Z |
| format | Article |
| id | doaj.art-4fe620ba68644e8d8fedcc6b6a2ee710 |
| institution | Directory Open Access Journal |
| issn | 2541-7738 2500-2171 |
| language | Russian |
| last_indexed | 2024-04-24T08:48:41Z |
| publishDate | 2024-04-01 |
| publisher | Kazan Federal University |
| record_format | Article |
| series | Učënye Zapiski Kazanskogo Universiteta: Seriâ Gumanitarnye Nauki |
| spelling | doaj.art-4fe620ba68644e8d8fedcc6b6a2ee7102024-04-16T12:54:21ZrusKazan Federal UniversityUčënye Zapiski Kazanskogo Universiteta: Seriâ Gumanitarnye Nauki2541-77382500-21712024-04-0116619310710.26907/2541-7738.2024.1.93-10773Medical Advertising as a Polycode Text GenreN. M. Dugalich0Peoples’ Friendship University of Russia named after Patrice Lumumba (RUDN University)This article explores the key features of contemporary medical print advertising in Russia, such as the subject matter, the interplay between words and images, expressive means and their frequency, as well as linguistic and visual indicators associated with medical discourse. A total of 103 Russian medical print advertisements were collected from the Internet by continuous sampling. The analysis of these advertisements confirmed that medical advertising is a form of medical discourse that has specific features. Some of them include the use of medical terms (colloquial rather than nosological), precedent phenomena, and language play. It was also found that medical print advertising relies heavily on the integrative and image-centric connections between the verbal and visual series of a polycode text.https://uzakugu.elpub.ru/jour/article/view/84medical discoursemedical advertisingpolycode textlinguocultural featuresrussian language |
| spellingShingle | N. M. Dugalich Medical Advertising as a Polycode Text Genre Učënye Zapiski Kazanskogo Universiteta: Seriâ Gumanitarnye Nauki medical discourse medical advertising polycode text linguocultural features russian language |
| title | Medical Advertising as a Polycode Text Genre |
| title_full | Medical Advertising as a Polycode Text Genre |
| title_fullStr | Medical Advertising as a Polycode Text Genre |
| title_full_unstemmed | Medical Advertising as a Polycode Text Genre |
| title_short | Medical Advertising as a Polycode Text Genre |
| title_sort | medical advertising as a polycode text genre |
| topic | medical discourse medical advertising polycode text linguocultural features russian language |
| url | https://uzakugu.elpub.ru/jour/article/view/84 |
| work_keys_str_mv | AT nmdugalich medicaladvertisingasapolycodetextgenre |