CULTURAL CODES WITH AN ONYMIC COMPONENT IN THE COMMERCIAL TELEVISION ADVERTISING: THE ASPECT OF IMPACT
Journal Title: Мова - Year 2016, Vol 0, Issue 26
Abstract
The purpose of the article is to determine the definitive boundaries of the concept of «cultural code». The description of the influential linguosemiotics potency of the units with an onymic component, operating in the Ukrainian commercial television advertising, is the aim of this article too. In accordance with that, the object of our scientific interest were the cultural codes with an onymic component represented in the corresponding advertising contexts, and the subject − the suggestive transformations which they have caused. To obtain the reliable data we used the following methods: description, induction and deduction, monitoring, quantitative analysis, component and contextually-interpretive analysis. The result of solving the above mentioned problems was a comprehensive explanation of the essence of the influential substrate in the cultural codes and determining the suggestive intention of these units with the type of the onymic construct taken into account. Conclusions: the main influential potency of cultural codes with an onymic component is realised in the Ukrainian commercial television commercials due to their identifying, argumentative, and associative-generating functions.
Authors and Affiliations
Elena V. SHCHERBAK
Keywords
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