Authors’ names:
- Rimma M. Mindiakhmetova – M. Akmulla Bashkir State Pedagogical University, Ufa, Russia
Abstract:
The paper examines the development of the semantic content of advertising messages using the empirical data of English language commercials. The purpose of the research is to identify the role of subtext information, conveyed through hints, in rendering advertising meanings. In order to assess the role of such hint-based subtext, it was important to understand the specifics of addressees’ semantic interpretation of the implicit content of advertising texts. We made an assumption that understanding and further interpretation of advertising meanings by addressees occurs through deciphering of hints intentionally constructed by copywriters, and comprehension of hints involves semantic interpretation of intra- and interdiscursive interactions of signs and codes, employed in an advertising text. The author identifies ways of creating hints on verbal and non-verbal levels of advertising discourse, describes pragmatic functions of hints in advertisements, and comes to the conclusion that intersection of signs and cultural codes within an advertising message as well as their interaction with codes of other discursive practices contribute to indirect rendering of information that benefits advertisers. The article specifies types of information communicated through hints, including emotional-evaluative, conceptual, ideological, and cultural information. Of special interest is the potential of linguacultural signs in the process of developing implicit meanings in advertising content, since they provide intertextual links between advertising meanings and cultural knowledge of consumers, thus diversifying the semantic code of adverts. The usage of these signs helps to optimize the speech impact and make manipulation of mass consciousness more effective.
| Section | LANGUAGE AND CULTURE |
| DOI: | 10.47388/2072-3490/lunn2024-65-1-53-72 |
| Downloads | 160 |
| Key words | hint, signs and codes of advertising, advertising senses, the context of hint, sense interpretation, development of information, interdiscursive interaction |