ONYMS IN ADVERTISEMENT SLOGANS SCIENCE’S ASSOCIATIVE FIELD
Journal Title: Записки з ономастики - Year 2015, Vol 0, Issue 18
Abstract
In the article, the slogan as a discursive phenomenon, as well as the different types of onyms recorded in the «Short Associative Dictionary of Advertisement Slogans»are researched. The advertisement slogans’ associative field is the article’s object, while the onym responses to the commercial slogans is the subject. The research is aimed at identifying the relevant onym parameters of the advertisement slogans’ associative field. The aim requires solving the following specific tasks: outlining the features of the proper names as the associative array’s»capacitor»; picking the onym associations out; to develop a classification of the onym reactions submitted to the stimuli slogans.The final classification of the onym responses submitted to commercial stimuli slogans features three groups with the subgroups of the recipients’ associates: 1) to an onym, 2) to a common noun, 3) to a slogan where the most of the onym classes is fixed in the first group. The prospects for further researches are obviously seen in in-depth consideration of the obym reactions submitted to political and social stimuli slogans, what would considerably richen the existing data concerning the possibility recipients’ predictable reactions.
Authors and Affiliations
N. V. Kutuza
Keywords
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