UDC

81’37:659.14

DOI

https://doi.org/10.37482/2687-1505-V118

Authors

Lyudmila V. Sudina
Armavir State Pedagogical University; ul. Rozy Lyuksemburg 159, Armavir, 352900, Krasnodarskiy kray, Russian Federation;
ORCID: https://orcid.org/0000-0001-6552-9843 e-mail: lucysudina@mail.ru

Abstract

Advertising is known to successfully combine elite and popular culture. It reflects the attitudes and values characteristic of modern society as well as participates in the formation of new views, beliefs and priorities, thus indirectly controlling the recipients’ actions. Radio advertising is specific due to the absence of visual images. In this respect, the text itself and the images it generates in the minds of listeners acquire special significance. Information is provided to recipients through the system of expressive language means only, attracting the audience’s attention and forming certain values. This article aimed to reveal the specifics of the CAR concept in radio advertisements, which had not been sufficiently studied before. The research material included 800 spot commercials obtained by means of continuous sampling. The following words were selected: avtomobil’, avto, mashina, kar (‘car’), mark (‘brand’), model’nyj ryad (‘model range’). The conceptual analysis allowed the author to identify the main and additional semantic components of the concept under study as well as to describe its value components. The research showed that the CAR concept in radio advertisements is special in terms of its ability to generate new meanings that go far beyond the dictionary definitions of the lexeme car. Value dominants of the Russian linguistic worldview are transformed in radio advertisements to meet the needs of the audience.

For citation: Sudina L.V. The Functioning of the CAR Concept in Russian Radio Advertisements. Vestnik Severnogo (Arkticheskogo) federal’nogo universiteta. Ser.: Gumanitarnye i sotsial’nye nauki, 2021, vol. 21, no. 4, pp. 72–82. DOI: 10.37482/2687-1505-V118

Keywords

advertising discourse, radio discourse, conceptual text analysis, CAR concept, field description of a concept, value components of a concept, Russian linguistic worldview

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