SEMANNTIC PRIORITIES OF MORPHOLOGICAL CATEGORIES IN PUBLIC SERVICE ANNOUNCEMENTS
Journal Title: Слов’янський збірник - Year 2014, Vol 0, Issue 18
Abstract
Our research is about semantic priorities of morphological categories in public service announcements. This article is dedicated to the lexico-semantic peculiarities of the public service announcement (PSA) keywords owing to specific features of their semantics on the contend-word level. Up till now the question of the PSA study have been raised only by a few authors (O. Aronson, V. Buhrym, E. Volkova, I. Holota, O. Hrubin, O. Kurban, S. Selyverstova), but the use of its keywords has not been given proper attention to despite the fact that thanks to them one can attain deeper and brighter comprehension of the PSA gist, regardless of the fact that they bear its main idea, maximize the reception activity of targeted audience, make a powerful influential effect. The subject is lexico-semantic and contend-word peculiarities of key words in public service announcements. We have used general and special methods of research to reach the purpose. The general methods are observation, description, quantitative method of calculation and inductive generalization. The main method is the component analysis, which is used to show the semantic value of key words. The analysis of the selected material (62 keywords) is based on using both general and special methods (general sampling, observation, descriptive method, inductive generalization, amount and component analysis), and gives us the possibility to draw the following conclusions: 1) the dominant keywords are primarily verbs belonging to the ban semantics, they are of a clear imperative character and create a dynamic picture messages of the „push” signal to people to undertake certain actions, 2) the vocabulary based on the adjectives is mainly used to describe physical and physiological characteristics of a person, to stick to panhuman values thus creating a bright emotional halo of a message, 3) the noun vocabulary is used to directly nominate facts, events, phenomena,4) the least activity was in the use of the adverbial vocabulary which generally identifies the semantics of danger or threat. Further study of the keywords can enable creating an effective simulation of PSA texts which are a semantic nexus, a psycho-emotional core of any advert announcement.
Authors and Affiliations
Maryna S. SLAVINSKA
Keywords
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