ВОПРОСЫ ОНОМАСТИКИ | PROBLEMS OF ONOMASTICS

Anastasia V. Dmitrieva
Ural Federal University
Ekaterinburg, Russia

Precedent Names in Russian Political Advertising: Representation of Value-Based Standards and Cultural Symbols

Voprosy onomastiki, 2021, Volume 18, Issue 2, pp. 177–195 (in Russian)
DOI: 10.15826/vopr_onom.2021.18.2.025

Received on 14 April 2021

Abstract: The article considers the specificity of precedent proper names as universal value-based standards and cultural symbols in the texts of Russian political advertisement. The axiological aspect is at the core of the pragmatic impact made by political advertising on the target audience. The research material involves political advertising texts issued during presidential and parliamentary campaigns in Russia in 1993–2018. The author distinguishes between the notions of ‘standard’ and ‘symbol’ as ways of conveying value-based meanings. In the first case, it is the connotative use of proper names and the “rating scale” of evaluation that matter the most. In the second case, both denotative and connotative ways of using precedent names are possible while the rating features are optional. Moreover, unlike names-standards, symbolic names express a particular idea implicitly, not explicitly. Precedent names with value meanings can be rendered both verbally and by means of precedent visual phenomena having an associative link with onomastic units. A significant role in forming value-based connotations is played by the context in which proper names are used. The study has allowed to reveal the following axiological categories represented by precedent names and non-verbal signs: standards of hero, heroic deed, creator, scientist, positive traits of character and beauty; symbols of heroism, patriotism, Russian culture and art. It is demonstrated that proper names connected with the latter three values are most frequent in Russian political advertising texts. A special role is played by names associated with the Great Patriotic War and space exploration as well as names conveying orthodox values.

Keywords: precedent proper name, precedent sign, precedent visual phenomenon, value-based standard, cultural symbol, value, multimodal text, political advertisement.

Acknowledgements
The reported study was funded by RFBR, project number 19-312-90025.

References

Blinova, Yu. A. (2020). Pretsedentnye agionimy kak sredstva verbalizatsii kontsepta VERA / NEVERIE v noveishem nemetskoiazychnom romane [Precedent Hagionyms as a Means of Verbalizing the Concept of FAITH / MISBELIEF in Contemporary German-Language Novel]. Vestnik Samarskogo universiteta. Istoriia, Pedagogika, Filologiia, 26(4), 115–122.

Budaev, E. V. (2020). Kino kak sfera-istochnik pretsedentnykh imen v SMI Velikobritanii (2010–2019 gg.) [Cinema as a Source of Precedent Names in the UK Media (2010–2019)]. Nauchnyi rezul’tat. Voprosy teoreticheskoi i prikladnoi lingvistiki, 6(3), 72–84.

Golomidova, M. V. (1998). Iskusstvennaia nominatsiia v russkoi onomastike [Artificial Naming in Russian Onomastics]. Ekaterinburg: UrGPU.

Gorokhova, D. V. (2019). Dinamika soderzhaniia i nomenklatury pretsedentnykh imen v iazykovom soznanii nositelei russkoi lingvokul’tury [Dynamics of the Content and Nomenclature of Precedent Names in the Language Consciousness of Subjects of Russian Linguoculture] (Doctoral dissertation). Moscow City University, Moscow.

Gudkov, D. B. (2003). Teoriia i praktika mezhkul’turnoi kommunikatsii [Theory and Practice of Intercultural Communication]. Moscow: Gnozis.

Kononova, T. L. (2020). Pretsedentnoe imia “Trotskii” v rossiiskikh SMI [The Precedent Name Trotsky in the Russian media]. Teoriia yazyka i mezhkul’turnaia kommunikatsiia, 3(38), 115–122.

Kosichenko, E. F. (2006). Pretsedentnoe imia kak sredstvo vyrazheniia sub”ektivnoi otsenki [Precedent Name as a Means of Expressing Subjective Evaluation] (Doctoral dissertation summary). Moscow State Linguistic University, Moscow.

Kosichenko, E. F. (2012). Imia-simvol v semiologicheskom i lingvokul’turologicheskom rassmotrenii [Name-Symbol in the Semiotic and Linguocultural Perspectives]. Vestnik Moskovskogo gosudarstvennogo lingvisticheskogo universiteta. Ser. “Yazykoznanie”, 19, 124–134.

Krasnykh, V. V. (2002). Etnopsikholingvistika i lingvokul’turologiia: kurs lektsii [Ethnopsycholinguistics and Cultural Linguistics: A Course of Lectures]. Moscow: Gnozis.

Kremneva, A. V. (2019). Pretsedentnoe imia kak sinkretnyi semioticheskii znak i ego kul’turnaia obuslovlennost’ [Precedent Name as a Syncretic Semiotic Sign and its Cultural Motivation]. Voprosy kognitivnoi lingvistiki, 4, 46–53.

Kushneruk, S. L. (2006). Sopostavitel’noe issledovanie pretsedentnykh imen v rossiiskoi i amerikanskoi reklame [Comparative Study of Precedent Names in Russian and American Advertising] (Doctoral dissertation). Ural State Pedagogical University, Ekaterinburg.

Mardieva, L. A. (2012). Mekhanizmy vozdeistviia pretsedentnykh vizual’nykh fenomenov na soznanie chitatelei [Mechanisms of the Precedent Visual Phenomena Impact on the Minds of Readers]. Filologiia i kul’tura, 1, 42–48.

Milostivaya, A. I. (2017). Selebriti kak personazh mass-mediinogo narrativa (na materiale statei o Kim Kardash’ian) [Celebrity as a Character in Mass Media Narrative (Based on Articles about Kim Kardashian)]. Nauchnyi dialog, 8, 84–103.

Nakhimova, E. A. (2011). Pretsedentnye onimy v sovremennoi massovoi kommunikatsii: teoriia i metodika kognitivno-diskursivnogo issledovaniia [Precedent Onyms in Modern Mass Communication: Theory and Methods of Cognitive-Discursive Research]. Ekaterinburg: RGPU Press.

Nemirova, N. V. (2016). Pretsedentnoe imia “Napoleon” v gazetnom diskurse [The Precedent Name Napoleon in Newspaper Discourse]. Dinamika yazykovykh i kul’turnykh protsessov v sovremennoi Rossii, 5, 396–401.

Romanova, T. P. (2013). “Russkoe pole” v reklamnoi nominatsii [The “Russian Realm” in the Advertising Naming]. Voprosy onomastiki, 2 (15), 164–173.

Seliverstova, E. I. (2019). Pretsedentnoe imia v publitsisticheckom tekste: obraz Shvondera kak sredstvo kharakteristiki i otsenki [Precedent Name in a Journalistic Text: The Image of Shvonder as a Means of Characterization and Evaluation]. Vestnik Rossiiskogo universiteta druzhby narodov. Ser. “Teoriia Yazyka. Semiotika. Semantika”, 10 (2), 402–417.

Slyshkin, G. G. (2000). Lingvokul’turnye kontsepty pretsedentnykh tekstov v soznanii i diskurse [Linguocultural Concepts of Precedent Texts in Consciousness and Discourse]. Moscow: Academia. Sorokin, Yu. A., Gudkov, D. B., Krasnykh, V. V., & Vol’skaya, N. P. (1998). Fenomen pretsedentnosti i pretsedentnye fenomeny [The Phenomenon of Precedence and Precedent Phenomena].

In V. V. Krasnykh, & A. I. Izotov (Eds.), Iazyk, soznanie, kommunikatsiia [Language, Consciousness, Culture] (Iss. 4, pp. 5–33). Moscow: Dialog-MGU.

Zakharenko, I. V., Krasnykh, V. V., Gudkov, D. B., & Bagaeva, D. V. (1997). Pretsedentnoe imia i pretsedentnoe vyskazyvanie kak simvoly pretsedentnykh fenomenov [Precedent Name and Precedent Phrase as Symbols of Precedent Phenomena]. In V. V. Krasnykh, & A. I. Izotov (Eds.), Iazyk, soznanie, kommunikatsiia [Language, Mind, Communication] (Iss. 1, pp. 82–103). Moscow: Filologiia.