Linguistic interpretation of advertisements in media discourse
https://doi.org/10.18384/2310-712X-2022-2-6-16
Abstract
Aim. To consider in detail advertising messages as a genre of mass media discourse from the viewpoint of a cognitive approach and to identify the cognitive mechanisms on which language interpretation is based; to determine the types of language interpretation.
Methodology. The advertising messages of the English-language mass media discourse on the Internet are analyzed by using the linguo-cognitive, analytical methods and the method of continuous sampling of advertising messages in order to identify the specifics of linguistic interpretation.
Results. Linguistic interpretation of advertising messages as a human cognitive activity manifests itself in three main types: selective, classifying and evaluating. The following cognitive mechanisms serve as the cognitive basis of linguistic interpretation: conceptual metaphor and metonymy, inference and the use of the company name as a cognitive context.
Research implications. The review of theoretical literature, the analysis of practical material and the proposed conclusions contribute to the development of the language interpretation problem in the study of various genres of mass media discourse, in particular, advertising. The practical significance lies in the possibility of using the findings in special courses in linguistics, psycho- and sociolinguistics.
About the Authors
T. N. Efimenko
Moscow City University
Russian Federation
Russian Federation
Tatiana N. Efimenko – Cand. Sci. (Philology), Assoc. Prof., Department of English Philology, Institute of foreign languages
Moscow
L. R. Zurabova
Moscow City University
Russian Federation
Russian Federation
Lana R. Zurabova – Senior Lecturer, Department of English Philology, Institute of Foreign Languages
Moscow
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