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In this article, the language of advertising is considered as a set of persuasive strategies and corresponding communicative means which persuaders employ to communicate with the target audience and to promote the product, service, candidate, idea, etc. The arrangement of these strategies and means is determined by pragmatic and communicative goals of the advertising campaign.
In this paper, I argue that the main questions that arise in the process of making a dictionary of political metaphors - that of identifying live conceptual metaphors in a corpus of text - may be solved on the basis of a pragmatic approach, taking into account the reflections in a text of cognitive processes in the minds of its author and its reader. Certainly, this goal cannot be attained without a further fine-grained semantic analysis o f presumably metaphoric expressions in their linguistic and cultural context.
One of the specific historical and cultural characteristics of the Russian political discourse is its orientation to precedents. It is considered correct to follow the behaviouristic models shown by one of the “heroes” (Peter I, Lenin, Stalin, etc.), to reproduce standard texts, and to compare the present situations with past situations (The Time of Troubles, Weimar Republic, NEP “New Economic Policy” (1921-1928), etc.). One of the peculiarities of the present time in Russia is the deep conflict between different social groups orientated to different precedents. Each group has its own variant of the national myth using the same means of the language for actualisation of this myth. Therefore, it is very important to analyse changes in the national cognitive foundation. Precedential phenomena are the central components of this foundation.
Der vorliegende Band vereint einen großen Teil der Beiträge der Konferenz "Mediensprache als Objekt interdisziplinärer Forschungen", die Ende Oktober 2001 an der Philologischen Fakultät der Moskauer Staatlichen Lomonosov-Universität stattfand. Der Themenkreis der Konferenz schloss verschiedene verschiedene Aspekte der Medienanalyse ein: Aspekte der Hermeneutik, der Psycholinguistik, der Kognitionswissenschaft, der Pragmatik, der interkulturellen Kommunikationsforschung, der mediensprachlichen Stilistik sowie der Massenkommunikationsforschung. Die Zusammenstellung gewährt einen Einblick in die aktuelle wissenschaftliche Diskussion zu diesem Themenbereich in Russland und ist deshalb nicht nur für an diesen Forschungsgebieten Interessierte, sondern auch für Wissenschaftler in angrenzenden Bereichen der Pragmatik aufschlussreich.