Cognitive characteristics of synesthetic metaphors in advertising discourse

Yüklə 59,67 Kb.

Pdf görüntüsü

tarix	07.11.2017
ölçüsü	59,67 Kb.
	#8933

ISSN 0321–3056 ИЗВЕСТИЯ ВУЗОВ. СЕВЕРО-КАВКАЗСКИЙ РЕГИОН. ОБЩЕСТВЕННЫЕ НАУКИ. 2014. № 5

102

ISSUES OF PHILOLOGY

UDC 81.42

COGNITIVE CHARACTERISTICS OF SYNESTHETIC METAPHORS

IN ADVERTISING DISCOURSE

© 2014 N.A. Arkhipova

Arkhipova Natalya Aleksandrovna – Competitor,

Department of Russian Language,

Southern Federal University,

Pushkinskaya St., 150, Rostov-on-Don, 344006. Russia.

E-mail: arxipowanata@mail.ru.

In the article the characteristics of sinestetic metaphor are considered. Semantics and pragmatics

of a sinestetic metaphor of different structure are analyzed and manipulative specifics of its function-

ing  in  advertizing  communication  are  revealed.  As  a  result  of  the  analysis  the  importance  and  rele-

vance of a phenomenon of a sinestetics is proved. On the basis of the conducted research the author

highlights  the  features  of  interpretation  and  influence  of  similar  metaphors  on  formation  of  attitude

and interests of the addressee.

Keywords:  metaphor,  sinestetics,  modality  of  perception,  polymodal  metaphor,  sinestetic  meta-

phor, manipulation, advertizing discourse.

References

1. Lebedev-Lyubimov A. Psikhologiya reklamy. SPb.,

2002. S. 368.

2. Sheinov V.P. Psikhologiya vliyaniya: skrytoe up-

ravlenie, manipulirovanie i zashchita ot nikh. M.,

2006. S. 358.

3. Dotsenko E.A. Psikhologiya manipulyatsii. M.,

2003. S. 304.

4. Medvedeva E.V. Reklamnaya kommunikatsiya. M.,

2003. S. 123 – 135.

5. Morozova I. Slagaya slogany. M., 2003. S. 172.

6. Ryumshina L.I. Manipulyativnye priemy v reklame:

ucheb. posobie. Moskva; Rostov n/D, 2004.

7. Tulupov V.V. Reklama v kommunikatsionnom

protsesse. Voronezh, 2003. S. 70.

8. Arutyunova N.D. Metafora i diskurs // Teo-riya

metafory. M., 1990. S. 5 – 32.

9. Gurochkina A.G. Ponyatie diskursa v sovre-

mennom yazykoznanii // Nominatsiya i diskurs:

mezhvuz. sb. nauch. tr. Ryazan', 1999.

10. Lakoff Dzh., Dzhonson M. Metafory, ko-torymi

my zhivem. M., 2004. S. 256.

11. Leont'ev A.A. Psikhologiya obshcheniya. M.,

1997. S. 365.

12. Sm.: Luriya A.R. Oshchushcheniya i vospriyatiya:

materialy k kursu lektsii po obshchei psikhologii. M.,

1975. S. 112.

13. Galeev B.M. Sinesteziya i muzykal'noe pro-

stranstvo // Muzyka, kul'tura, chelovek. Vyp. 2. Sverd-

lovsk, 1991. S. 345.

14. Doludenko E.A. Pragmatika tekhnicheskikh

reklamnykh tekstov i tselevoi rynok // Nekotorye

problemy sinkhronnogo i diakhronnogo yazykov:

mezhvuz. sb. nauch. tr. Pyatigorsk, 1998. S. 194.

15. Dul'yaninova A.G. Metodika ispol'zovaniya

tekstov pechatnoi izobrazitel'noi reklamy v praktich-

eskom kurse frantsuzskogo yazyka na star-shem etape

yazykovogo vuza: dis. … kand. ped. nauk. Irkutsk,

2002. S. 239.

16. Zalevskaya A.A. Rol' tela v yazykovoi kom-

munikatsii: korporeal'naya semantika // Psikholo-

gicheskie issledovaniya: slovo i tekst: sb. nauch. tr.

Tver', 2002. S. 130.

ISSN 0321–3056 ИЗВЕСТИЯ ВУЗОВ. СЕВЕРО-КАВКАЗСКИЙ РЕГИОН. ОБЩЕСТВЕННЫЕ НАУКИ. 2014. № 5

139

UDC 80 (470.64)

ON THE ARTISTIC APPROACH TO THE TOPICS

OF THE GREAT PATRIOTIC WAR IN KARACHAY-BALKAR PROSE

OF 60 – 80-IES OF XX CENTURY

© 2014 K.Kh. Batchayeva

Batchayeva Klara Khamidovna –

Candidate of Philological Sciences,Associate Professor,

Department of Pedagogy, Vocational and Russian Language,

Kabardino-Balkar State

Agrarian University named after V.M. Kokov,

Lenina Ave., 1v, Nalchik, 360030. Russia.

E-mail: murir297@mail.ru.

The article is devoted to the analysis of the Balkar and Karachay prose of the 1960 – 1980. The

main aim is to identify the specifics of the artistic solution of the Great Patriotic War topic. Consider-

ing the national prose of this period the author of the article explores the theme, ideas, principles of

historical and psychological logic in the literary works of M. Batchayev, A. Teppeev, A. Keshokov, etc.

The role and place of Karachay and Balkar prose in the solution of the Great Patriotic War realiza-

tion in literatures of the peoples of the North Caucasus are defined in the article as well.

Keywords: national prose, principles of historicism, military subject, genre, fact and fiction, con-

flict, psychological motivation.

References

1. Ivanova L. Sovremennaya sovetskaya proza o

velikoi Otechestvennoi voine. M., 1979.

2. Karaeva A. Obretenie khudozhestvennosti. M.,

1979.

3. Urusbieva F. Literatura na sovremennom etape.

Proza // Ocherki istorii balkarskoi lite-ratury. Nal'chik,

1981.

4. Musukaeva A. Severokavkazskii roman.

Khudozhestvennaya i etnokul'turnaya tipologiya.

Nal'chik, 1993.

5. Tolgurov Z. V kontekste dukhovnoi obshchnos-

ti. Nal'chik, 1991.

6. Bondarev Yu. Poisk istiny. M., 1979.

Поступила в редакцию

3 июля 2014 г.

UDC 811.512.142’282

PROBLEMS OF DIALECT VOCABULARY

IN KARACHAY-BALKAR LANGUAGE

Makhiyeva Lyudmila Khamangeriyevna –

Candidate of Philological Sciences,

Senior Research Fellow,

Department of Karachai-Balkar Philology,

Institute for Humanities Research KBSC RAS,

Pushkina St., 18, Nalchik, 360000. Russia.

E-mail: kbigi@mail.ru.

ISSN 0321–3056 ИЗВЕСТИЯ ВУЗОВ. СЕВЕРО-КАВКАЗСКИЙ РЕГИОН. ОБЩЕСТВЕННЫЕ НАУКИ. 2014. № 5

112

Kuchmezova Larisa Borisovna –

Candidate of Philological Sciences,

Research Fellow,

Department of Karachai-Balkar Philology,

Institute for Humanities Research KBSC RAS,

Pushkina St., 18, Nalchik, 360000. Russia.

E-mail: larisakuchmezova@mail.ru.

The article is devoted to the vocabulary of the modern dialect of Karachay-Balkar language. The authors

examine the structure of the language in the two territorial variants: Karachai and Balkar. The article con-

siders specific ratio of regional variation and dialect. Comparative analysis of «cokaûshi» (clicking) the most

ancient dialect, which has a very rich vocabulary and literary Karachai-Balkarian language, is given. In ad-

dition, different techniques of dialectisms in fiction and oral folk art are estimated.

Keywords: local dialect, written language, dialectal word, linguistic norm, epenthesis, stratifica-

tion, commonly-spoken language.

References

1. Guzeev Zh.M. Problematika slovnika tolko-vykh

slovarei tyurkskikh yazykov. Nal'chik, 1984. 160 s.

2. Alikaev R.S. Yazyk nauki v paradigme sovre-

mennoi lingvistiki. Nal'chik, 1999. 318 s.

3. Uzdenov A.E. Saniyat. Nal'chik, 1965. 167 s.

4. Povesti i rasskazy // Gulyaev B.L. Eli Tyzy-la.

Roman. Nal'chik, 1987.

5. Begiev A.M. Otpechatki pal'tsev: Kniga sta-tei.

Nal'chik, 2008. 360 s.

6. Apazhev M.L., Pshukova M.Kh. Strukturnyi i

funktsional'nyi analiz leksiko-semanticheskoi sistemy

kabardino-cherkesskogo yazyka. Nal'chik, 2004. 144 s.

7. Taumurzaev D. Gollu. Legendy, predaniya, po-

vestvovaniya. Nal'chik, 1993. 328 s.

8. Kostomarov V.G., Skvortsova L.I. Aktual'-nye

problemy kul'turnoi rechi. M., 1970. 396 s.

9. Alikaev R.S. Mikrostruktura yazyka nauki.

Nal'chik, 1999.

10. Guzeev Zh.M. Foneticheskie osobennosti mal-

karskogo dialekta karachaevo-balkarskogo yazyka //

Sovetskaya tyurkologiya. 1974. № 5. S. 62 – 66.

11. Appaev A.M. Dialekty balkarskogo yazyka v

ikh otnoshenii k balkarskomu literaturnomu yazy-ku.

L., 1941; Nal'chik, 1960. 78 s.

12. Aliev U.B. Dialektnoe chlenenie yazyka ka-

rachaevtsev i balkartsev // Voprosy dialektologii

tyurkskikh yazykov. Vyp. III. Baku, 1963.

13. Akbaev Sh.Kh. Kharakteristika dialektov ka-

rachaevo-balkarskogo yazyka // Uchen. zapiski

KBNII. T. 27. Seriya filologicheskaya. Nal'chik, 1975.

S. 157 – 169.

14.

Akbaev

Sh.Kh.

Dialekty

karachaevo-

balkarskogo yazyka v strukturno-geneticheskom i

areal'nom osveshchenii. Karachaevsk, 1999. 258 s.

15. Bashiev Kh.L. Sistema soglasnykh zvukov

che-rekskogo dialekta balkarskogo yazyka. Nal'chik,

1981. 20 s.

16. Guzeev Zh.M. Ob odnoi osobennosti singar-

monizma v tsokayushchem dialekte karachaevo-

balkarskogo yazyka // Uchen. zapiski KBNII. T. 27.

Seriya filologicheskaya. Nal'chik, 1975. S. 131 – 133.

17. Guzeev Zh.M. Foneticheskie i morfologiche-

skie osobennosti chokayushchego dialekta karachae-

vo-balkarskogo yazyka // Sovetskaya tyurkologiya.

Baku, 1986. № 3. S. 34 – 36.

18. Ulakov M.Z., Chechenov A.A. Pis'mennye pa-

myatniki tyurkskikh yazykov kak istochnik istorii sov-

remennogo karachaevo-balkarskogo yazyka (spets-

kurs). Nal'chik, 2001. 52 s.

ISSN 0321–3056 ИЗВЕСТИЯ ВУЗОВ. СЕВЕРО-КАВКАЗСКИЙ РЕГИОН. ОБЩЕСТВЕННЫЕ НАУКИ. 2014. № 5

139

UDC 811.161.373

PREFIX OT-: SEMANTIC CLASS OF VERBS «SET TIME PERIOD»

IN RUSSIAN XI – XVII CENTURIES

Sereda Dmitriy Mikhaylovich – Post-Graduate,

Department of General and Comparative Linguistics,

Institute of Philology, Journalism

and Intercultural Communication

of Southern Federal University,

Universitetsky Lane, 93,

Rostov-on-Don, 344006. Russia.

E-mail:

dmitr.sereda2010@yandex.ru

.

The article deals with the historical derivation: we investigate the dynamics of development of se-

mantic class «departure time» verbs with the prefix ot of Russian-language pre-national period, which

is divided into three subclasses (post, employment contract and lease). Based on the analysis of the

structure of the denotative platformers verbs developed by N.B. Lebedeva we specify situatems of

verbs of this semantic class: an obligatory adverbial fatsienta 'set time period' and the need to perform

action by subject- agents within this time limit.

Keywords: historical derivation, verb prefix ot-, separators, semantic class, denotative structure

verbs situatema.

References

1. Dzhemakulova E.M., Sigalov P.S. Istoriya russkikh

finitivnykh glagolov // Trudy po russkoi i slavyanskoi

filologii. XXV. Tartu, 1975. (Uchen. zap. / Tart. gos.

un-t. Seriya lingvistich. Vyp. 375). S. 41 – 59.

2. Dmitrieva O.I. Dinamicheskaya model' rus-skoi

vnutriglagol'noi prefiksatsii. Saratov, 2005.

3. Tabachenko L.V. Pristavochnye pozitsionnye glag-

oly v istorii russkogo yazyk // Vestn. MGU. Ser. 9.

Filologiya. 2010. № 1. S. 7 ‒ 31.

4. Tabachenko L.V. Rol' predel'nosti i rezul'-tativnosti

v razvitii vnutriglagol'noi prefik-satsii // Izv. YuFU.

Filol. nauki. 2011. № 2. S. 114 ‒ 120.

5. Krongauz M.A. Pristavki i glagoly v rus-skom

yazyke: semanticheskaya grammatika. M., 1998.

6. Lebedeva N.B. Polisituativnyi analiz gla-gol'noi

semantiki: 2-e izd., ispr. i dop. M., 2010.

7. Slovar' drevnerusskogo yazyka (XI – XIV vv.). T.

6. M., 1988.

8. Slovar' russkogo yazyka KhI – KhVII vv. M., 1987

– 1988.

9. Sreznevskii I.I. Materialy dlya slovarya drevneruss-

kogo yazyka. T. 3. M., 1958.

10. Akty, otnosyashchiesya do yuridicheskogo byta

Drevnei Rusi: SPb., 1857 ‒ 1864.

11. Torgovye snosheniya Moskovskogo gosudar-stva

s narodami Srednei Azii XVI ‒ XVII vv. // Materialy

po istorii Uzbekskoi, Tadzhikskoi i Turkmenskoi SSR.

M.; L., 1933.

12. Grekov B.D. Akty sotsial'no-ekonomicheskoi isto-

rii Severo-Vostochnoi Rusi. M, 1952. T. 1.

ISSN 0321–3056 ИЗВЕСТИЯ ВУЗОВ. СЕВЕРО-КАВКАЗСКИЙ РЕГИОН. ОБЩЕСТВЕННЫЕ НАУКИ. 2014. № 5

120

UDC 81.1

CELEBRATORY CLOTHES OF THE DON REGION RESIDENTS:

ETHNOLINGVOCULTUROLOGICAL ASPECT

(BASED ON THE WORKS OF M.A. SHOLOKHOV)

© 2014 I.A. Turkulets

Turkulets Ivan Alekseyevich –Post-Graduate,

Department of Russian Language,

Moscow State Humanitarian

University named after M.A. Sholokhov,

V. Radishchevskaya St., 16 – 18, Moscow, 109240. Russia.

E-mail:

march-wolf@mail.ru

.

The article considers the celebratory clothes of residents of Don in the ethnolingvoculturological

aspect based on works by M.A. Sholokhov. Fragment of language world view of M.A. Sholokhov which

Cossack aesthetic traditions of dress is described; names of male and female festive clothing are clas-

sified. Clothing in the works M.A. Sholokhov is regarded as a reflection of those days fashion, Russian

Cossack culture, moods and emotions of the characters.

Keywords: Dialects of Don, festive clothes, M. A. Sholokhov, ethnolinguistics.

References

1. Brysina E.V. Etnolingvokul'turologiche-skie osno-

vy dialektnoi frazemiki Dona: dis. … d-ra filol. nauk.

Volgograd, 2003. 543 s.

2. Tolstaya S.M. Postulaty moskovskoi etno-

lingvistiki // Tolstye N.I. i S.M. Slavyanskaya

etnolingvistika: voprosy teorii. M., 2013. S. 68.

3. Sholokhov M.A. Sobr. soch.: v 8 t. M., 1956 –

1960.

4. Slovar' yazyka Mikhaila Sholokhova / pod red. E.I.

Dibrovoi. M., 2005. 964 s.

5. Bol'shoi tolkovyi slovar' donskogo kazache-stva /

pod red. V.I. Degtyarev, R.I. Kudryashova, B.N.

Protsenko, O.K. Serdyukova. M., 2003. 606 s.

6. Slovar' sovremennogo russkogo literaturnogo

yazyka (Bol'shoi akademicheskii slovar'): v 17 t. M.;

L., 1950 – 1965.

7. Skvortsova I.V. Shal' kak atribut prazdnich-nogo

zhenskogo kostyuma v russkoi kul'tury (XIX – nacha-

lo XX v.): dis. … kand. iskusstvovedeniya. SPb.,

2009. 203 s.

Yüklə 59,67 Kb.

Dostları ilə paylaş: