Suggestive Function of the Proper Names in the Commercial Advertising Texts of the Glossy Magazine «Tatler»
Abstract and keywords
Abstract (English):
Advertising is an example of persuasive communication, at the beginning of the XXI century it becomes the object of linguistic research in the field of speech suggestion. In the article the author analyzes the proper names as a group of the linguistic signs that ensure the functioning of the program of undocumented influence in the consciousness of the subject and aim to persuade him to buy the advertised object. The material of the study is commercial advertising texts from the magazine «Tatler». The choice of this source of the actual material is due to its prototypicity. This international highly artistic glossy magazine, focused on creating a model of the world of luxury and comfort, is an effective advertising medium. The author comes to the conclusion that in the aspect of suggestive linguistics problems the proper names of three groups are especially important for the advertising text: pragmatonyms, anthroponyms and toponyms. The orientation of the magazine «Tatler» for a specific target audience (people with a high level of the material wealth) affects the selection of the pragmatonyms, anthroponyms and toponyms. For example, pragmatonyms-globalisms, symbolic pragmatonyms, calling cosmetic, jewelry, watch brands, etc., allusive names of the persons with a common background of world fame, the names of the countries and cities that are leaders of the fashion and the beauty industry. These groups of names implement suggestive strategies of idealization of the advertised object and imitation of its exclusivity, high quality, participate in the creation of a psychological effect of the trust, form a positive motivation for the purchase.

Keywords:
advertising communication, glossy magazine, text, suggestion, proper name, function
References

1. Avdeenko I.A. Struktura i suggestivnye svojstva verbal'nyh sostavlyayushchih reklamnogo teksta. Kand. Diss. [The structure and the suggestive properties of the verbal components of the advertising text. Cand. Diss]. Komsomolsk-on-Amur, 2001. 168 p.

2. Anisimova E.E. Lingvistika teksta i mezhkul'turnaya kommunikaciya (na materiale kreolizovannyh tekstov) [Text linguistics and intercultural communication (by the material of the creolized texts). Moscow, Akademiya Publ., 2003. 128 p.

3. Bekhterev V.M. Vnushenie i ego rol' v obshchestvennoj zhizni [Suggestion and its role in the public life]. Saint-Petersburg, PITER Publ., 2001. 254 p.

4. Brendy. Tatler. Istoriya brenda [Brands. Tatler. The history of the brand]. Available at: https://www.condenast.ru (accessed 7 March 2019).

5. Elkina M.V. On the use of images and storylines of literary fairy tales in the advertising. Filologicheskie nauki. Voprosy teorii i praktiki [Philological science. Theory and practice], 2017, no. 3(69), part 2, pp. 90–93. (in Russian)

6. Isakova A.A. Specifika pereklyucheniya yazykovyh kodov pri adaptacii pragmonimov anglijskogo proiskhozhdeniya v russkom reklamnom tekste. Avtoref. Kand. Diss. [Specificity of the switching language codes in the adaptation of English-origin pragmonyms in the Russian advertising text. Abst. Cand. Diss.]. Saratov, 2005. 25 p.

7. Isanguzina I.I. Pragmatonyms in the onomastic space: semantic, linguoculturological and syntactic aspects (on the example of the confectionery names). Vestnik Bashkirskogo universiteta [Bulletin of the Bashkir University], 2008, vol. 13, no. 4, pp. 990–993. (in Russian)

8. Kaftandzhiev H. Teksty pechatnoj reklamy [The texts of print advertising]. Moscow, Smysl Publ., 1995. 73 p.

9. Lyubimova A.A. YAzykovye aspekty vozdejstviya na obshchestvennoe soznanie: na sopostavitel'nom materiale sredstv massovoj informacii konca XX – nachala XXI vv. Kand. Diss. [Language aspects of the influence on public consciousness: on comparative material of the mass media of the end of XX – the beginning of XXI centuries. Cand. Diss]. Moscow, 2006. 240 p.

10. Macumoto D. Psihologiya i kul'tura [Psychology and culture]. Saint-Petersburg, Prajm-Evroznak Publ., Moscow, Neva Publ, 2002. 414 p.

11. Ol'shanskij N.D. Psihologiya mass [Mass psychology]. Saint-Petersburg, PITER Publ., 2002. 368 p.

12. Omel'yanenko V.A. Pragmatonyms from proper names with national-cultural component in the Russian advertising. Vestnik RUDN. Seriya: Teoriya yazyka. Semiotika. Semantika [Vestnik RUDN. Series: Theory of language. Semiotics. Semantics], 2018, vol. 9, no. 3, pp. 712–728. (in Russian)

13. Subbotina N.D. Suggestiya i kontrsuggestiya v obshchestve [Suggestion and counter-suggestion in a society]. Moscow, KomKniga Publ., 2006. 208 p.

14. Superanskaya A.V. Obshchaya teoriya imeni sobstvennogo [General theory of the proper names]. Moscow, Nauka Publ., 1973. 366 p.

15. Fomenko O.S. Pragmatonyms-globalisms as an object of the interdisciplinary research. Izvestiya Volgogradskogo gosudarstvennogo pedagogicheskogo universiteta [News of Volgograd State Pedagogical University], 2008, no. 7(31), pp. 66–70. (in Russian)

16. CHerepanova I.YU. Dom koldun'i. Suggestivnaya lingvistika [Witch's house. Suggestive linguistics]. Saint-Petersburg, Lan' Publ., 1996. 202 p.

17. CHumicheva N.V. Kopirajting i reklamnaya suggestiya. Kand. Diss. [Copywriting and advertising suggestion. Cand. Diss]. Rostov-on-Don, 2009. 167 p.

18. SHulunova L.V. Onomastic research in the paradigm of the modern linguistics. Vestnik Irkutskogo gosudarstvennogo tekhnicheskogo universiteta [Bulletin of Irkutsk State Technical University], 2011, no. 1(48), pp. 333–337. (in Russian)

19. YUdanova E.T. Suggestivnaya funkciya yazykovyh sredstv angloyazychnogo politicheskogo diskursa. Kand. Diss. [Suggestive function of the linguistic means of English political discourse. Cand. Diss]. Saint-Petersburg, 2003, 181 p.

20. YAkovleva O.E. Pragmatonyms in the system of proper names: semantics, functions, national-cultural specificity. Sibirskij filologicheskij zhurnal [Siberian philological journal], 2005, no. 1-2, pp. 59–74. (in Russian)

Login or Create
* Forgot password?