Axiosphere of Social Advertising Poster about Coronavirus in Russia and China
The axiogenic situation of the pandemic is considered based on the material of social advertising of two countries — Russia and China. The thesis is advanced that the coronavirus pandemic can be considered as a referent that allows a value-marked interpretation. The purpose of the work is to identif...
| Main Authors: | , |
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| Format: | Article |
| Language: | Russian |
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Tsentr nauchnykh i obrazovatelnykh proektov
2023-04-01
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| Series: | Научный диалог |
| Subjects: | |
| Online Access: | https://www.nauka-dialog.ru/jour/article/view/4396 |
| _version_ | 1797245562370654208 |
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| author | I. T. Vepreva Zhibing Yang |
| author_facet | I. T. Vepreva Zhibing Yang |
| author_sort | I. T. Vepreva |
| collection | DOAJ |
| description | The axiogenic situation of the pandemic is considered based on the material of social advertising of two countries — Russia and China. The thesis is advanced that the coronavirus pandemic can be considered as a referent that allows a value-marked interpretation. The purpose of the work is to identify a set of universal values objectified in social advertising; characterize verbal and visual codes as means of expressing valuable meanings; determine national specifics of advertising.400 Russian and Chinese advertising texts served as the material for the observations. As a result of the analysis, it was revealed that the axiological space of advertising of both countries is constructed by a set of valuable meanings, united by the absolute value of being — the concept of LIFE. It is noted that the structure of advertising discourse is based on the dichotomy of biological and social. The key value, along with life and its protection, was the strength of unity and cohesion of the nation in the face of a mortal threat. The value of the heroic is objectified in the image of medical workers. It was revealed that Chinese advertising is characterized by a language game associated with homonymy and the transformation of phraseological units, and the absence of weakly creolized texts with a strong cultural and historical component of the visual series. It is concluded that Russian advertising revives the style of the Soviet poster when promoting sanitary and hygienic rules. |
| first_indexed | 2024-03-08T04:27:14Z |
| format | Article |
| id | doaj.art-7fd7ef88d8674a8aaf730385e6cc663d |
| institution | Directory Open Access Journal |
| issn | 2225-756X 2227-1295 |
| language | Russian |
| last_indexed | 2024-04-24T19:28:53Z |
| publishDate | 2023-04-01 |
| publisher | Tsentr nauchnykh i obrazovatelnykh proektov |
| record_format | Article |
| series | Научный диалог |
| spelling | doaj.art-7fd7ef88d8674a8aaf730385e6cc663d2024-03-25T14:31:10ZrusTsentr nauchnykh i obrazovatelnykh proektovНаучный диалог2225-756X2227-12952023-04-0112210212310.24224/2227-1295-2023-12-2-102-1232405Axiosphere of Social Advertising Poster about Coronavirus in Russia and ChinaI. T. Vepreva0Zhibing Yang1Ural Federal University named after the first President of Russia B. N. YeltsinUral Federal University named after the first President of Russia B. N. YeltsinThe axiogenic situation of the pandemic is considered based on the material of social advertising of two countries — Russia and China. The thesis is advanced that the coronavirus pandemic can be considered as a referent that allows a value-marked interpretation. The purpose of the work is to identify a set of universal values objectified in social advertising; characterize verbal and visual codes as means of expressing valuable meanings; determine national specifics of advertising.400 Russian and Chinese advertising texts served as the material for the observations. As a result of the analysis, it was revealed that the axiological space of advertising of both countries is constructed by a set of valuable meanings, united by the absolute value of being — the concept of LIFE. It is noted that the structure of advertising discourse is based on the dichotomy of biological and social. The key value, along with life and its protection, was the strength of unity and cohesion of the nation in the face of a mortal threat. The value of the heroic is objectified in the image of medical workers. It was revealed that Chinese advertising is characterized by a language game associated with homonymy and the transformation of phraseological units, and the absence of weakly creolized texts with a strong cultural and historical component of the visual series. It is concluded that Russian advertising revives the style of the Soviet poster when promoting sanitary and hygienic rules.https://www.nauka-dialog.ru/jour/article/view/4396social advertisingthe coronavirus pandemicvalue axiogenic situationverbal codevisual codenational specifics |
| spellingShingle | I. T. Vepreva Zhibing Yang Axiosphere of Social Advertising Poster about Coronavirus in Russia and China Научный диалог social advertising the coronavirus pandemic value axiogenic situation verbal code visual code national specifics |
| title | Axiosphere of Social Advertising Poster about Coronavirus in Russia and China |
| title_full | Axiosphere of Social Advertising Poster about Coronavirus in Russia and China |
| title_fullStr | Axiosphere of Social Advertising Poster about Coronavirus in Russia and China |
| title_full_unstemmed | Axiosphere of Social Advertising Poster about Coronavirus in Russia and China |
| title_short | Axiosphere of Social Advertising Poster about Coronavirus in Russia and China |
| title_sort | axiosphere of social advertising poster about coronavirus in russia and china |
| topic | social advertising the coronavirus pandemic value axiogenic situation verbal code visual code national specifics |
| url | https://www.nauka-dialog.ru/jour/article/view/4396 |
| work_keys_str_mv | AT itvepreva axiosphereofsocialadvertisingposteraboutcoronavirusinrussiaandchina AT zhibingyang axiosphereofsocialadvertisingposteraboutcoronavirusinrussiaandchina |