Archive / Volume 9, Issue 2, April 2019

Media Promotion Role of Economic Vocabulary: Specific Features and Functions in Presentation and Advertisement

Marina R. Zheltukhina 1 * , Nadezhda V. Bondareva 2, Larisa L. Zelenskaya 3, Irina G. Anikeeva 4, Lidia E. Malygina 5, Alexander V. Chistyakov 6

More Detail

Full Text (PDF)

Abstract

The article is devoted to studying the media promotion role of economic vocabulary in the media discourse. The aim of the study is realized in the content analysis of the economic vocabulary in promotion and advertisement. We identify the features and functions of economic vocabulary in promo and advertising discourse. The paper deals with the interpretative analysis of economic lexicon in different types of media texts. The complex methods of semantic and pragmatic, functional and interpretative analysis of the realization of the economic vocabulary in the media discourse are used. The article reveals functional specificity of presentation texts and advertising texts. We carry out an analysis of economic vocabulary and phraseology which are used in presentation and advertizing as one of their components. On the basis of the received results we reveal specific features and functional specificities of economic vocabulary usage in presentation and advertising texts. The ways of analysis are useful for development of cognitive linguistics, socio- and psycholinguistics, semantics, pragmatics, lexicology, stylistics, discourse linguistics, media linguistics, cultural linguistics, and communication theory. In the article, we establish that presentation and advertising texts have almost the same purposes, their structural components have their specific features. Both economic presentation and economic advertisement have structure which is convenient for the auditorium to apprehend information. The main structural parts of presentation and advertisement are similar. Economic terms in media presentations make the economic vocabulary cultural determined. Terms in economic advertisements are used quite rare but there can be realities, symbols and concepts. The expressive stylistic means are also used in such advertisements: neologisms, attributive phrases, slangy words, jargons, metaphors and others.

Keywords

economic vocabulary economic discourse media discourse promotion presentation advertisement PR

License

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

https://doi.org/10.29333/ojcmt/5733

Online Journal of Communication and Media Technologies, Volume 9, Issue 2, Article No: e201907

Published Online: 14 Mar 2019

Article Views: 549

Article Downloads: 342

Open Access References How to Cite This Article

References

  • Aberncthy, A. M. (1992). The information content of newspaper advertising. Journal of Current Issues and Research in Advertising, 14(2), 63–68. https://doi.org/10.1080/10641734.1992.10504989
  • Alesandrini, K. L. (1983). Strategies that Influence Memory for Advertising Communications. In R. J. Harris (Ed.). Information Processing Research in Advertising. Hillsdale, NJ: Lawrence Eribaum Associates, pp. 65–82.
  • Aleshchanova, I. V., Frolova, N. A., Morozova, E. V., & Zheltukhina, M. R. (2017). Psychological and Acmeological Aspect of Educational Cognitive Competence Development. In: Proceedings of the 7th International Scientific and Practical Conference Current Issues of Linguistics and Didactics: The Interdisciplinary Approach in Humanities (CILDIAH 2017). Advances in Social Science, Education and Humanities Research (ASSEHR), 97, 19-24. https://doi.org/10.2991/cildiah-17.2017.4
  • Arredondo, L. (1998). Art of the Business Presentation. Chelyabinsk: Urals LTD.
  • Azarova, O. N. (2007). Art of the Presentation in 30 Minutes. М: Phoenix. Retrieved from http://fictionbook.ru
  • Bondareva, N. V. (2016). Functions of Economic Vocabulary in the Modern English and Russian Media Advertisement. Bulletin of Volgograd State Pedagogical University, 2, 78-83.
  • Chilton, P. (2004). Analysing Political Discourse: Theory and Practice. New York: Routledge. https://doi.org/10.4324/9780203561218
  • Dijk, van T. (1997). Discourse as Structure and Process: Discourse Studies a Multidisciplinary Introduction. L.: SAGE Publication Ltd.
  • Franssila, S. (2013). Sell Metaphor in American Political News Discourse. Social and Behavioral Sciences, 95, 418-424. https://doi.org/10.1016/j.sbspro.2013.10.664
  • Jamieson, K. H., & Campbell, K. K. (1997). The Interplay of Influence: News, Advertising, Politics and Mass Media. Belmont, Ca: Wadsworth Publishing Company.
  • MWUD (2010). The Merriam-Webster Unabridged Dictionary. An Encyclopedia Britannica Company. Merriam-Webster Incorporated. Retrieved from https://member.m-w.com
  • Nikolenko, G. A., & Gulakova, I. A. (2004). Linguistic Characteristics of Advertizing Texts and Ways of their Translation. Culture of the People of Black Sea Coast, 47, 48-51.
  • OpenGuru (2008). Citibank Ad – Citi never sleeps. Retrieved from https://www.youtube.com/watch?v=2s_lVOCfUXQ
  • Porchesku, G. V. (2006). Linguistic Features of Advertizing Slogans and Ways of their Translation. СПб. Retrieved from http://www.lingvomaster.ru/files/227.pdf
  • Rayzberg, B. A., Lozovsky, L. Sh., & Starodubtsev, E. B. (2007). Modern Economic Dictionary. M.: INFRA-M. Retrieved from http://slovari.yandex.ru
  • SCSDT (2009). Seminar on Commercialisation of Sensor and Detector Technologies. UK Closed Nuclear Centers Programme (CNCP) / NSC Kharkov Institute of Physics and Technology. Sevastopol. Retrieved from CD-ROM.
  • Tameryan, T. Yu., Zheltukhina, M. R., Slyshkin, G. G., Abakumova, O. B., Volskaya, N. N., & Nikolaeva, A. V. (2018a). Metaphor in Political Media Discourse: Mental Political Leader Portrait. Online Journal of Communication and Media Technologies, 8(4), 377-384. https://doi.org/10.12973/ojcmt/3958
  • Tameryan, T. Yu., Zheltukhina, M. R., Slyshkin, G. G., Shevchenko, A. V., Katermina, V. V., & Sausheva, Ye. V. (2018b). New Country’s Political Discourse: Formation of Speech Technologies. Modern Journal of Language Teaching Methods, 8(8), 11-18.
  • Thomson, О. (1977). Mass Persuasion in History: An Historical Analysis of the Development of Propaganda Techniques. Edinburgh: Paul Harris Publishing.
  • Volskaya, N. N., Tameryan, T. Yu., Zheltukhina, M. R., Boeva-Omelechko, N. B., Komleva, L. A., & Knyazeva, Ye. G. (2018). Literary Translation as Сognitive Overlap between Foreign and Native Languages. Modern Journal of Language Teaching Methods, 8(8), 19-27.
  • Wilson, G. D. (1990). Ideology and Humor Preferences. International Political Science Review, 11(4), 461-472. https://doi.org/10.1177/019251219001100404
  • Zelenskaya, L. L. (2006). Dialogical Theory of the Self and Dialogue of Cultures. Lomonosov Moscow State University Bulletin. Linguistics and Intercultural Communication, 19(2), 83-91.
  • Zelenskaya, L. L., Zubareva, T. T., Denisenko, V. N., Chervyakova, L. D., & Kosova, Yu. A. (2018). Verbal Means of Media Manipulation with Fears (on Material of the American, English and Russian Tabloid Press). XLinguae, 11(3), 39-50. https://doi.org/10.18355/XL.2018.11.03.04