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Mironova Alexandra A.,
Doctor of Philology, Professor,
Head of the Russian as a Foreign Language Department
South Ural State University (National Research University)
e-mail: amiron_rus@mail.ru
https://orcid.org/0000-0001-5910-8567, Researcher ID: ABD-7125-2021
Advertising discourse forms a value idea of a beautiful person in the linguistic consciousness of the consumer, partly imposing an idea of the product. At the same time, the linguacultural stereotype of “beauty” reflected in Russian precedent texts differs from the one artificially created by advertisers. The purpose of the study is to analyze the ways of representing stereotypical ideas about male and female beauty on the pages of a popular Tobolsk newspaper of the 19th — early 20th centuries. The material was advertising texts of different genres of one thematic group — an offer of cosmetic products. The frequency of lexeme markers in different thematic subgroups (hygiene products, hair dyes, perfumes) is analyzed. The signs of a stereotypical idea of human beauty are revealed: naturalness, naturalness, usefulness, speed of transformation, ease of use, accessibility. The method of linguacultural interpretation was used. The results obtained made it possible to determine a set of signal words that act on a par with an illustration as a linguacultural sign and attract the attention of potential buyers among residents of the province. It is argued that it is the presence of marker words and iconic signs or symbols, repeated and memorable, that create a unique selling proposition to become beautiful in the structure of different advertising genres on newspaper pages. The research materials contribute to the development of regional linguacultural studies and linguamarketing. Further study of the Russian linguacultural stereotypical understanding of male and female beauty not only on the basis of paremias, epics, and fiction texts, but also in newspaper advertising discourse determines the prospects of the research. The choice of a synchronic-diachronic approach to the analysis of the stereotypical idea of male and female beauty when compared with other linguacultures (Chinese, German, American, etc.) will allow us to present a valuable fragment of the Russian picture of the world in dynamics.
Keywords: рекламный дискурс, лингвокультурный стереотип, репрезентация, женская и мужская красота
The study was supported by the PRC government project on attracting foreign specialists (Project No. G2024042)
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