Academic Journal
Положительная оценка в рекламно-информационном журнальном тексте
| Title: | Положительная оценка в рекламно-информационном журнальном тексте |
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| Source: | Вестник Томского государственного университета. |
| Publisher Information: | Федеральное государственное бюджетное образовательное учреждение высшего профессионального образования «Национальный исследовательский Томский государственный университет», 2014. |
| Publication Year: | 2014 |
| Subject Terms: | РЕКЛАМНО-ИНФОРМАЦИОННЫЙ ЖУРНАЛЬНЫЙ ТЕКСТ, ПОЛОЖИТЕЛЬНАЯ ОЦЕНКА, ТИП ОЦЕНКИ, ОБЪЕКТ ОЦЕНКИ, КОНТЕКСТ, ВОСПРИЯТИЕ ОЦЕНОЧНЫХ СМЫСЛОВ |
| Description: | Language means with positive evaluation dominate in the advertising informational journal text, because its purpose is to advertise goods and services. In the article the primary objective is to investigate the specifics of language representation of different types of positive evaluation in advertising informational journal texts and compare positive evaluation with the theme of the texts and objects of evaluation. Language representation peculiarities of evaluation means are revealed in this research. Evaluation is often expressed by adjectives. Adjectives are used with nouns in accordance with the laws of Russian grammar and characterize the subject of extra-linguistic reality. The phrase that contains evaluation is a minimal context for evaluation representation. This context is quite sufficient for the evaluation meaning. Positive evaluation is represented by means of vocabulary and grammar in the advertising informational journal text. A psycholinguistic experiment confirms that the recipient sees evaluation meanings only in the context. Different evaluation types cannot be separated from each other in the text. In this case aesthetic evaluation takes the leading position: evaluative vocabulary models ideas of beauty and these images are included in the consumer''s mind through advertising goods and services. Aesthetic evaluation is in close cooperation with other types of evaluations. This image should correspond to the interests of advertisers and be attractive for the consumer because advertising serves the purpose of promoting goods. These two basic requirements determine the choice of the language means which form the aesthetic evaluation combined with the utilitarian one. The utilitarian evaluation implies availability, usefulness of the advertised products for specific purposes. Aesthetic and emotional evaluations influence each other. The utilitarian evaluation, as a rule, is combined with teleological. Morphological analysis of evaluative vocabulary shows that adjectives are a large part of evaluative vocabulary. But nouns, adverbs and verbs also implement the evaluation function. The analysis showed that the study of the language representation of different types of positive evaluation allows not only to identify the evaluation meanings of lexical means, but also to discover the regularities of forming evaluation caused by the context (when positive evaluation is expressed in the text by neutral words). Observations made in our investigation allow speaking about the specific role of evaluation in the advertising informational journal text. The novelty of the approach to the study of the evaluation phenomenon involves identifying the specifics of its implementation in the sphere of advertising and information journal communication. Представлены типы языковой репрезентации положительных оценок в текстах рекламно-информационных журналов. Осуществлена соотнесённость оценочных единиц с тематикой текстов и с объектами оценки. Данными психолингвистического эксперимента подтверждается контекстная зависимость восприятия адресатом оценочных смыслов языковых единиц в рекламно-информационных журнальных текстах. Новизна подхода к изучению феномена оценки связана с выявлением специфики её реализации в сфере рекламно-информационной журнальной коммуникации. |
| Document Type: | Article |
| File Description: | text/html |
| Language: | Russian |
| ISSN: | 1561-803X 1561-7793 |
| Access URL: | http://cyberleninka.ru/article_covers/15667705.png http://cyberleninka.ru/article/n/polozhitelnaya-otsenka-v-reklamno-informatsionnom-zhurnalnom-tekste |
| Accession Number: | edsair.od......2806..8a48c8c17cce2818123d45c1fea88d34 |
| Database: | OpenAIRE |
| ISSN: | 1561803X 15617793 |
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