Symbolic Names in Videotexts of Russian Political Advertising: Pragmatic and Linguocultural Aspects

ANASTASIA DMITRIEVA, MARINA GOLOMIDOVA

Abstract


The paper examines symbolic names in multimodal texts of Russian political advertising video clips of the late 20th—early 21st centuries. The research is aimed at discovering pragmatic and linguoculturological particularities of using symbolic names in political advertising videotexts. The study is conducted in compliance with the linguoculturological approach and the method of semantic analysis. As a result, the following semantic groups of symbolic names have been discovered in the studied videotexts: names of historical personalities, geographical names, names of famous buildings, names of sculptural compositions and names of paintings. The multimodal aspect of their use implies interaction between verbal and non-verbal signs designed to communicate topical political messages. Overall, symbolic names in the studied videotexts are used for creating a candidate’s image, discrediting his/her political competitors and establishing a certain emotional state of the target audience, which is necessary for the desired electoral behaviour of the latter.

Keywords


Symbolic Name, Political Advertising, Political Video Clip, VideotextText


DOI
10.12783/dtssehs/icesd2020/34105

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