Linguistic representation of valuable priorities in advertising slogans

Shapran, Darya and Шапран, Дар’я Петрівна and Шапран, Дарья Петровна (2017) Linguistic representation of valuable priorities in advertising slogans. Інтелект. Особистість. Цивілізація (14). pp. 47-55. ISSN 2079-4835

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Abstract

Purpose of the article is to identify linguistic features of interpretation and cultural value priorities of modern Ukrainian society in advertising slogans and advertising slogan axiological opportunities as a means of mass cultural influence, directly related to the features of the complex mental-lingual speakers. The methods of descriptive, quantitative and contextual analysis, complex cognitive-discursive methods, including modeling, followed by propositional linguistic and cultural analysis of the phenomena under studying are employed. Recent advances of scientists to study the advertising slogan in terms of different approaches to the study of language units are analyzes and summarizes. The features of advertising slogan as a means of linguistic representation and interpretation of the culture values are determined, slogan characteristics in terms of its axiological potential are identified. Set dependence of axiological slogans expression on valuable priorities and individual personality traits of native speakers, as well as certain social factors, ethnic and cultural stereotypes, archetypes of the collective unconscious are set

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