DISCOURSE WORLD AS PROJECTIVE MACROREALITY IN BRITISH ADVERTISING: COGNITIVE-SEMANTIC ANALYSIS
Advertising discourse is analyzed from projectivity perspective: with regard to the construction of the global discourse meaning known as “discourse world” as mental macroreality exposed to marketing laws. Discourse world is a kind of mental space. Macroframes are its building blocks. Macroframes se...
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| Format: | Article |
| Language: | English |
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Kemerovo State University
2015-06-01
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| Series: | Вестник Кемеровского государственного университета |
| Subjects: | |
| Online Access: | https://vestnik.kemsu.ru/jour/article/view/1567 |
| _version_ | 1797781373490036736 |
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| author | S. L. Kushneruk |
| author_facet | S. L. Kushneruk |
| author_sort | S. L. Kushneruk |
| collection | DOAJ |
| description | Advertising discourse is analyzed from projectivity perspective: with regard to the construction of the global discourse meaning known as “discourse world” as mental macroreality exposed to marketing laws. Discourse world is a kind of mental space. Macroframes are its building blocks. Macroframes serve the basis of lexical categorization of thematically organized linguistic elements and establish the salient semantic characteristics of British advertising. Communicatively relevant thematic groups – foods, health and beauty, drinks, lifestyle, household goods – represent the actual space on the “cognitive map” of the discourse world. The lexemes can be further systematized into three cognitivesemantic fields – “product”, “service”, “product − service”. The functional imperative of advertising communication determines quasi systemic character of the discourse world. Its macrostructre is specified by the pragmatics of advertising and combines the characteristics of hierarchy and net. Communicatively relevant lexical units constituting the macrostructure of discourse world are organized other than traditional lexical system. Macrostructure of advertising discourse world is analyzed with prospect to further studies of discourse worlds in a comparative perspective. |
| first_indexed | 2024-03-12T23:56:29Z |
| format | Article |
| id | doaj.art-d6042fd2838042aaa2a0a6d672c96196 |
| institution | Directory Open Access Journal |
| issn | 2078-8975 2078-8983 |
| language | English |
| last_indexed | 2024-03-12T23:56:29Z |
| publishDate | 2015-06-01 |
| publisher | Kemerovo State University |
| record_format | Article |
| series | Вестник Кемеровского государственного университета |
| spelling | doaj.art-d6042fd2838042aaa2a0a6d672c961962023-07-13T12:08:38ZengKemerovo State UniversityВестник Кемеровского государственного университета2078-89752078-89832015-06-0102-31701741575DISCOURSE WORLD AS PROJECTIVE MACROREALITY IN BRITISH ADVERTISING: COGNITIVE-SEMANTIC ANALYSISS. L. Kushneruk0Chelyabinsk State Pedagogical UniversityAdvertising discourse is analyzed from projectivity perspective: with regard to the construction of the global discourse meaning known as “discourse world” as mental macroreality exposed to marketing laws. Discourse world is a kind of mental space. Macroframes are its building blocks. Macroframes serve the basis of lexical categorization of thematically organized linguistic elements and establish the salient semantic characteristics of British advertising. Communicatively relevant thematic groups – foods, health and beauty, drinks, lifestyle, household goods – represent the actual space on the “cognitive map” of the discourse world. The lexemes can be further systematized into three cognitivesemantic fields – “product”, “service”, “product − service”. The functional imperative of advertising communication determines quasi systemic character of the discourse world. Its macrostructre is specified by the pragmatics of advertising and combines the characteristics of hierarchy and net. Communicatively relevant lexical units constituting the macrostructure of discourse world are organized other than traditional lexical system. Macrostructure of advertising discourse world is analyzed with prospect to further studies of discourse worlds in a comparative perspective.https://vestnik.kemsu.ru/jour/article/view/1567discourse, projectivity, discourse world, macrostructure, macroframe, commercial advertising, cognitivesemantic analysis |
| spellingShingle | S. L. Kushneruk DISCOURSE WORLD AS PROJECTIVE MACROREALITY IN BRITISH ADVERTISING: COGNITIVE-SEMANTIC ANALYSIS Вестник Кемеровского государственного университета discourse, projectivity, discourse world, macrostructure, macroframe, commercial advertising, cognitivesemantic analysis |
| title | DISCOURSE WORLD AS PROJECTIVE MACROREALITY IN BRITISH ADVERTISING: COGNITIVE-SEMANTIC ANALYSIS |
| title_full | DISCOURSE WORLD AS PROJECTIVE MACROREALITY IN BRITISH ADVERTISING: COGNITIVE-SEMANTIC ANALYSIS |
| title_fullStr | DISCOURSE WORLD AS PROJECTIVE MACROREALITY IN BRITISH ADVERTISING: COGNITIVE-SEMANTIC ANALYSIS |
| title_full_unstemmed | DISCOURSE WORLD AS PROJECTIVE MACROREALITY IN BRITISH ADVERTISING: COGNITIVE-SEMANTIC ANALYSIS |
| title_short | DISCOURSE WORLD AS PROJECTIVE MACROREALITY IN BRITISH ADVERTISING: COGNITIVE-SEMANTIC ANALYSIS |
| title_sort | discourse world as projective macroreality in british advertising cognitive semantic analysis |
| topic | discourse, projectivity, discourse world, macrostructure, macroframe, commercial advertising, cognitivesemantic analysis |
| url | https://vestnik.kemsu.ru/jour/article/view/1567 |
| work_keys_str_mv | AT slkushneruk discourseworldasprojectivemacrorealityinbritishadvertisingcognitivesemanticanalysis |