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ЛОЗУНГИ-РЕКЛАМЫ И РЕКЛАМЫ ЛОЗУНГИ СОВЕТСКОГО ВРЕМЕНИ SLOGANS OF ADVERTISING AND ADVERTISING SLOGANS OF THE SOVIET PERIOD

Harry Walter, Valerij Mokienko
2016 Anu.Filol.Lleng.Lit.Mod.)   unpublished
ВАЛЕРИЙ МИХАЙЛОВИЧ МОКИЕНКО Санкт-Петербургский государственный университет mokienko40@mail.ru АННОТАЦИЯ Лозунги являются зеркалами своего времени. Каждая страна или каждое особое событие в жизни народа создаёт свои слоганы и лозунги. Их язык отражает экономические и социальные явления и постреволюционного времени в Советском Cоюзе. В статье обсуждаются изменение советских патетических фраз в обычные непатетические рекламные ролики. Специфичные лингвистические исследования современных лозунгов
more » ... временных лозунгов и связанного с ними жанра рекламы как особой языковой единицы и оправдано, и необходимо. КЛЮЧЕВЫЕ СЛОВА: лозунг, политический язык, символ пропаганды, реклама, Советский союз ABSTRACT Slogans are mirror images of their time. Each era or some significant event in the history of any country gives rise to their slogans. What are the times and such appeals? Referring to the history of Russia, "Element slogans" become literally captured the society in post-revolutionary period. The paper discusses the logical movement from soviet initial outreach pathos rooted in the nature of the slogan, to its overthrow, actual unpathetic use, even so the slogan of modern linguistic research and the associated advertising genre as a special language unit. This article focuses on the unique type of publication, which had a huge impact on the formation and development of Russian readers. Literary magazines in Russia started to be issued from mid-19th century. Since then they have occupied a special place among the various periodicals. The so-called "thick journals" played an important social and cultural role in different periods of Russian and Soviet history. The article deals with the specifics of "thick journals" as a special type of periodicals, tells about the major milestones in the history of this type of publication in Russia. The author proposes a new method of studying a language of Russian literary journals as a discourse.
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