Ways of expressing the thematic focus in the names of newspapers and magazines advertising leisure activities

R.R. Sufieva

Kazan Federal University, Kazan, 420008 Russia

Kazan National Research Technical University named after A.N. Tupolev – KAI, Kazan, 420111 Russia

E-mail: Roza.Shakirova22@yandex.ru

Received June 22, 2022

 

ORIGINAL ARTICLE

Full text PDF

DOI: 10.26907/2541-7738.2022.5.32-46

For citation: Sufieva R.R. Ways of expressing the thematic focus in the names of newspapers and magazines advertising leisure activities. Uchenye Zapiski Kazanskogo Universiteta. Seriya Gumanitarnye Nauki, 2022, vol. 164, no. 5, pp. 32–46. doi: 10.26907/2541-7738.2022.5.32-46. (In Russian)

Abstract

In this study, the names of newspapers and magazines with advertisements for leisure activities were considered: a total of 197 gemeronyms were analyzed by identifying their key words and meanings to reveal the thematic focus, as well as to better understand how advertising periodicals are named and how sociocultural codes are transmitted through their names. The results obtained are interesting from a research perspective and may be useful to the publishers of advertising periodicals who seek to stimulate the appetite of potential consumers for goods and services because the reader’s choice of such literature is largely defined by the titles. The claims made throughout the article were supported by numerous examples illustrating that magazines and newspapers advertising leisure activities receive their names depending on the advertised object, i.e., object-based nomination revealing their exact purpose (providing information about goods and services associated with leisure) is the primary principle for choosing a title here. The name of the advertised object functions as an identifier of the publication subject. In the analyzed gemeronyms, the geographical characteristics of the magazine or newspaper, price, and varieties of the advertised objects were specified by the corresponding key words. The latter conveyed certain key meanings, thus targeting a particular audience interested in leisure activities. The findings of this study should prove promising for future research in the areas of onomastics, advertising language, and journalism.

Keywords: gemeronyms, advertising periodicals, leisure, principles of nomination of advertising periodicals, key words, key meanings

References

  1. Skakodub A.Yu. On subject-related and functional characteristics of advertising literature. Vestnik Yuzhno-Ural’skogo Gosudarstvennogo Universiteta. Seriya Sotsial’no- Gumanitarnye Nauki, 2006, no. 8, pp. 44–48. (In Russian)
  2. Mel’nikova A.V. An advertising periodical in the regional market of media (considering the example of the magazine “Trade and Production of the Belgorod Region”. BelGU. Seriya Gumanitarnye Nauki, 2014, no. 26, issue 24, pp. 110–118. (In Russian). (In Russian)
  3. Abovyan A.V. Advertising literature: Historical and typological perspectives. Extended Abstract of Cand. Philol. Diss. Rostov-on-Don, 2004. 26 p. (In Russian)
  4. Wierzbicka A. Ponimanie kul’tur cherez posredstvo klyuchevykh slov [Understanding Cultures through Their Key Words]. Moscow, Yazyki Slavyanskoi Kul’t., 2001. 287 p. (In Russian)
  5. Maidanova L.M., Solomatov S.I., Fedotovskikh T.G., Chudinov A.P. Slovo i klyuchevye smysly v sovremennykh media-tekstakh [Word and Its Key Meanings in Modern Media Texts]. Yekaterinburg, Izd. Ural. Univ., 2004. 231 p. (In Russian)
  6. Akopov A.I. Metodika tipologicheskogo issledovaniya periodicheskikh izdanii (na primere spetsial’nykh zhurnalov) [A Methodology for Typological Study of Periodicals (Illustrated by Specialist Journals)]. Irkutsk, Izd. Irkutsk. Univ., 1985. 96 p. (In Russian)
  7. Golovin Yu.A. Journals: Typological characteristics. Voprosy Teorii i Praktiki Zhurnalistiki, 2012, no. 2, pp. 72–82. (In Russian)
  8. Shkondin M.V., Resnyanskaya L.L. (Eds.) Tipologiya periodicheskoi pechati [Typology of Periodicals]. Moscow, Aspekt Press, 2009. 236 p. (In Russian)
  9. Grabel’nikov A.A. Tipologiya pressy: Istoriya, teoriya, praktika [Typology of the Press: History, Theory, and Practice]. Voronezh, Izd. Dom VGU, 2019. 204 p. (In Russian)
  10. Golev N.D. On the principles of nomination and methods to study them. Available at: http://lingvo.asu.ru/golev/articles/z66.html. (In Russian)
  11. Kryukova I.V. Reklamnoe imya: ot izobreteniya do pretsedentnosti [Names in Advertising: From First Use to Developing Precedence]. Volgograd, Peremena, 2004. 286 p. (In Russian)
  12. Pozdnyakova E.Yu. The principles and methods of commercial objects nomination in urban space. Kommunikativnye Issledovaniya, 2020, no. 1, pp. 77–98. doi: 10.24147/2413-6182.2020.7(1).77-98. (In Russian)
  13. Rut M.E. Obraznaya nominatsiya v russkoi onomastike [Metaphorical Nomination in Russian Onomastics]. Moscow, URSS, Izd. LKI, 2008. 188 p. (In Russian)
  14. Muhametzyanova L.R., Mardieva L.A., Kara-Murza E.S. Name of the newspaper: Communicative-functional approach. National Academy of Managerial Staff of Culture and Arts, 2017, vol. 4, no. 2, pp. 90–93.
  15. Muhametzanova L.R., Mardieva L.A. Key meanings transmitted by the names of Russian newspapers and magazines of the Soviet era (1917–1991). International Journal of Innovative Technology and Exploring Engineering, 2019, vol. 9, no. 1, pp. 5142–5145. doi: 10.35940/ijitee.a9216.119119.
  16. Fonyakova O. Key words in literary text. Sborník prací Filozofické fakulty brněnské univerzity. Studia minora Facultatis philosophicae Universitatis Brunensis, 1985, vol. 34, no. A33, pp. 141–145. (In Russian)
  17. Mukhametzyanova L.R., Mardieva L.A., Chudinov A.P. The titles of newspapers and magazines as artifacts of the epoch. Journal of Research in Applied Linguistics, 2020, vol. 11, spec. issue, pp. 400–405.
  18. Sufieva R.R., Mardieva L.A. The names of Russian newspapers and magazines advertising real estate: Semantics and pragmatics. Filologiya i Kul’tura. Philology and Culture, 2022, no. 1, pp. 102–109. doi: 10.26907/2074-0239-2022-67-1-102-109. (In Russian)
  19. Smirnova E.A., Lezhaiskaya D.A. Shop guidebook as a type of published edition. Vestnik VolGU. Seriya 8: Literaturovedenie. Zhurnalistika, 2010, no. 9, pp. 90–96. (In Russian)
  20. Nadyrshina A.A. “Elitism” as a core feature of top periodicals. Znak: Problemnoe Pole Mediaobrazovaniya, 2017, no. 2, pp. 71–76. (In Russian)
  21. Parsadanova T.N. Informational rupture. Producing news TV shows. Rossiiskoe Predprinimatel’stvo, 2003, no. 5, pp. 43–49. (In Russian)