Construction Terminology in Advertising Discourse: Linguo-Pragmatic Aspect
Rusakova Mavzhida Munirovna, Gorelik Polina Leonidovna, Mavrina Natalia Vladimirovna
South Ural State Medical University
Submitted: 25.05.2021
Abstract. The article considers construction terminology functioning in advertising discourse of wooden house-building. The study is conducted by the material of web sites of the Russian building companies. Scientific originality of the paper is conditioned by the fact that the authors tackle a poorly investigated problem of advertising discourse of wooden house-building, suggest a thematic classification of construction terms, identify linguistic markers of advertising construction discourse which serve to influence a consumer. The findings indicate that advertising discourse is characterized by active use of sectoral terms, borrowings and antonyms as language expressive means.
Key words and phrases: терминоведение, рекламный дискурс, строительные и медицинские термины, заимствования, контекстные антонимы, science of terminology, advertising discourse, construction and medical terms, borrowings, contextual antonyms
Open the whole article in PDF format. Free PDF-files viewer can be downloaded .
References:
Zakirova E. S., Shvetsova E. V. Analiz termina s pozitsii kognitivnogo podkhoda // Izvestiya MGTU "MAMI". 2013. T. 6. № 1 (15). S. 27-31.
Kuklya E. G., Solov'eva N. V. Otsenochnyi komponent semantiki terminov-metafor v russkoi lingvokul'turologicheskoi terminologii // Nauka o cheloveke: gumanitarnye issledovaniya. 2016. № 2 (24). S. 38-45.
Kushneruk S. L. Lingvisticheskoe miromodelirovanie v reklame: monografiya. Chelyabinsk: ChGPU, 2013. 263 s.
Malyuga E. N. Lingvokul'turnaya spetsifika professional'nogo angloyazychnogo ekonomicheskogo diskursa // Nauchnyi vestnik Voronezhskogo gosudarstvennogo arkhitekturno-stroitel'nogo universiteta. 2014. № 2 (22). S. 33-40.
Nazaikin A. N. Kopiraiting: 7+. Kak sozdavat' teksty dlya literatury, kino, reklamy, SMI, delovykh kommunikatsii, PR i SEO. M.: KDU; Universitetskaya kniga, 2017. 314 s.
Rusakova M. M. Derivatsiya kak sredstvo formirovaniya reklamnykh soobshchenii // Perspektivnye napravleniya sovremennoi lingvistiki: sbornik nauchnykh trudov Mezhdunarodnoi nauchno-teoreticheskoi konferentsii / pod red. V. V. Vorob'eva, D. S. Sknareva, M. L. Novikovoi. M.: RUDN, 2020. S. 187-192.
Sknarev D. S. Yazykovye sredstva sozdaniya obraza v internet-reklame (na primere saitov stroitel'nykh kompanii) // Yazyk i rech' v Internete: lichnost', obshchestvo, kommunikatsiya, kul'tura: sbornik statei IV Mezhdunarodnoi nauchno-prakticheskoi konferentsii: v 2-kh t. M.: RUDN, 2020. T. 2. S. 265-271.
Sknarev D. S., Muzykant E. V. Sozdanie obraza v reklamnykh tekstakh na rynke nedvizhimosti // Vestnik Rossiiskogo universiteta druzhby narodov. Seriya "Literaturovedenie. Zhurnalistika". 2020. T. 25. № 2. S. 367-373.
Sknarev D. S., Rusakova M. M. Terminologiya kak sredstvo sozdaniya obraza v meditsinskom reklamnom diskurse (na materiale reklamy stomatologicheskoi deyatel'nosti) // Fundamental'nye issledovaniya. 2014. № 6. Ch. 5. S. 1088-1095.
Superanskaya A. V., Podol'skaya N. V., Vasil'eva N. V. Obshchaya terminologiya. Voprosy teorii / pod red. T. L. Kandelaki. Izd-e 6-e. M.: Librokom, 2012. 248 s.
Русский
