Kurenova D.G., Olyanich A.V. “Militancy” Concept-Sphere’s Semiolinguistic Actualization in Advertising Discourse

DOI: https://doi.org/10.15688/jvolsu2.2020.2.12

Daria G. Kurenova

Candidate of Sciences (Philology), Associate Professor, Department of Marketing and Business Communications, Kuban State Technological University

Moskovskaya St., 2, 350072 Krasnodar, Russia

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https://orcid.org/0000-0003-3957-1065

Andrey V. Olyanich

Doctor of Sciences (Philology), Professor, Department of General Linguistics, Adyge State University

Pervomayskaya St., 208, 385000 Maykop, Russia

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https://orcid.org/0000-0003-3990-5707

Abstract. The paper focuses on the clusters of signs that support semiosis of belligerency and contribute to actualization of the concept-sphere "Militancy" in creolized advertising texts. The objectives of this study were to summarize the global research experience on the semiolinguistic and lingua-cultural phenomenon of advertising in connection with relevant discursive practices in the form of a creolized (poly-coded) text, to describe the Militancy's use as the psychological phenomenon in the semiosis of advertising through the cognitive conglomerate "Militarity", which is represented as the concept-sphere in the totality of such concepts as "War", "Weapon", "Ammunition", "Hostilities" "Aggression", " Demolition", "Homicide " ("Termination of Life").The substantial, figurative and valuable characteristics of the entire concept-sphere were considered in their connection with the constituent concepts. The authors pointed that militarity is a typical characteristic of modern ludic culture and it is actively exploited by advertising creative actors in formation of a semiotically saturated multi-code advertising text by means of an extensive cluster of militaronyms that denotes warfare and incorporates relevant aggressive images into the advertising discourse, thereby reinforcing and broadcasting ideas of achieving victory "in the fronts" of the advertising wars, in the "battles" of brands, or manufacturing companies. It is proved that militancy is reflected in the nominations and names of computer games and is supported in the semiosis of cyber space through using militaronyms (demolitonyms; instrumentatives; impetocaptives; locatives). Militancy in the semiolinguistic and discursive space of cinema advertising is discovered through semiosis of armabellitonyms and demolitonyms.

Key words: attraction, discourse, sign, semiolinguistics, militancy, militaronym, advertisement, semiosis.

Citation. Kurenova D.G., Olyanich A.V. "Militancy" Concept-Sphere's Semiolinguistic Actualization in Advertising Discourse. Vestnik Volgogradskogo gosudarstvennogo universiteta. Seriya 2. Yazykoznanie [Science Journal of Volgograd State University. Linguistics], 2020, vol. 19, no. 2, pp. 139-149. DOI: https://doi.org/10.15688/jvolsu2.2020.2.12 

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