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UDC 81`37
https://doi.org/10.20339/PhS.3-21.016
Droban Victoria V.,
Lecturer of the Russian Language Department
Krasnodar Air Force Institute for Pilots named after Hero of the
Soviet Union A.K. Serov
e-mail: v.droban@mail.ru
Isaeva Lidia A.,
Doctor of Philology, Professor,
Head of the Modern Russian Language Department
Kuban State University
e-mail: vlisaev@rambler.ru
Zemlyakova Ninel V.,
Candidate of Philology, Associate Professor,
Head of the Linguistics and Foreign Languages Department
North Caucasus Branch of the Russian State University of Justice
e-mail: ukka777@yandex.ru
The article deals with the structural-semantic and functional-pragmatic features of the implementation of the basic general cultural concept “world” by means of precedent texts in the modern Russian advertising discourse. The purpose of the research is to identify the specifics of the implementation of the concept “world” by means of precedent texts in advertising texts. The article describes the concept of “world” and defines its role in the national language picture of the world of Russian people. The research highlights the main areas of precedent of the concept “world” in the modern Russian advertising discourse, determines the role of precedent texts in producing a pragmatic effect on the addressee of an advertising message. The article analyzes the transformations of case texts that represent the general cultural concept of “world” in modern advertising texts. The article considers the connection between the cognitive features of the concept “world” implemented in advertising discourse using case texts and the traditional paremiological and lexicographic descriptions of the concept in the language picture of the world of the Russian people. The conclusion is made about the high functional activity of the basic general cultural concept “world” in the modern Russian advertising discourse.
Keywords: сoncept, precedent text, national language picture of the world, discourse, advertising discourse, advertising text.
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