STRUCTURAL COMPONENTS OF LINGUOSEMIOTIC SPACE OF A GLOSSY MAGAZINE FOR WOMEN
Journal Title: Науковий вісник Херсонського державного університету. Серія: “Лінгвістика” - Year 2018, Vol 31, Issue
Abstract
The article deals with the study of structural components of linguosemiotic space of a glossy magazine for women, which is treated as a structured systemic universe aimed at creating certain images through the generation of wishes and their fulfilment. Such space rigidly changes reality adjusting behavior patterns and the way of thinking of female readership to the system of values of the glamorous mode of life, whose key elements are youth and the consumption of beauty. Value-based characteristics of linguosemiotic space of a glossy magazine for women are realized through its architecture, to the structural components of which we refer advertising text, peritext and text proper. The printed advertising text is characterized by the completeness of content and structure as well as the author’s intention to present an object of advertising in the most enticing way. The creolized nature of advertisements allows to use illustrations as an efficient means of installing the communicative channel between an advertiser and a consumer. The polysemy of information put across by an image is highly emotionally loaded, being able to compliment, specify and even replace the text itself. The main informational components in the structure of advertisements are the heading, the subheading, the body of text and the slogan, each of them performing a certain cognitive and discourse function. It has been found out that the modern advertising discourse in female glossies puts forward such stereotypical perceptions of women as a city coquette, a business woman and a housewife. Peritext being specific decorative signs of a narrative comprises the cover, photos, various graphics and plays the semiotic role of arranging the system of symbolic aesthetic, moral and social values. The initiation of communication of the magazine readership is carried out by means of imitating addressor-addressee relations within the framework of textual space of a glossy.
Authors and Affiliations
Svitlana Aleksenko
Keywords
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