KFU. Card publication. Advertising as a platform for language game

KAZAN
FEDERAL UNIVERSITY

- RUS
- 中文
- ES

ADVERTISING AS A PLATFORM FOR LANGUAGE GAME

Form of presentation

Articles in international journals and collections

Year of publication

2020

Язык

английский

Authors, employees of KFU

Ageeva Yuliya Viktorovna, author

Bibliographic description in the original language

Nianzu C, Ageeva J.V, Yi L., Advertising as a platform for language game//Hamdard Islamicus. - 2020. - Vol.43, Is.1. - P.1202-1208.

Annotation

The present study is devoted to a language game as a wide spread advertising phenomenon. With reference to contextual analysis of the language game in advertisements, the article considers achievement of the main advertising goals (to attract potential consumers and influence their buying behavior) by virtue of various creative language means. The article discusses and analyzes different types of language games based on phonetic, lexical and grammatical means of the Russian language. Cases of the language game with the use of onomatopoeia, homonyms and nonce words are emphasized. The specific features of the linguistic phenomenon in the advertising are illustrated with appropriate examples. Reportedly, the advertising makes possible the language game and, in certain cases, is an ideal environment for its implementation. Considering the language game as an integral part of the advertising discourse, the authors of the article draw conclusions about the similarity of the communicative goal in the language game and advertising. Apart from contribution to the theory of advertising from the standpoint of modern linguistics, on the one hand, and to the development of the language game theory, on the other hand, the results of the study could fruitfully explore creative possibilities of the language, including in advertising.

Keywords

advertisements, language game, onomatopoeia, homonyms, nonce words

The name of the journal

Hamdard Islamicus

URL

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85096220370&partnerID=40&md5=acf10f065532ab37f15575fefe4d7a50

Please use this ID to quote from or refer to the card

https://repository.kpfu.ru/eng/?p_id=242323&p_lang=2

Full metadata record

Field DC	Value	Language
dc.contributor.author	Ageeva Yuliya Viktorovna	ru_RU
dc.date.accessioned	2020-01-01T00:00:00Z	ru_RU
dc.date.available	2020-01-01T00:00:00Z	ru_RU
dc.date.issued	2020	ru_RU
dc.identifier.citation	Nianzu C, Ageeva J.V, Yi L., Advertising as a platform for language game//Hamdard Islamicus. - 2020. - Vol.43, Is.1. - P.1202-1208.	ru_RU
dc.identifier.uri	https://repository.kpfu.ru/eng/?p_id=242323&p_lang=2	ru_RU
dc.description.abstract	Hamdard Islamicus	ru_RU
dc.description.abstract	The present study is devoted to a language game as a wide spread advertising phenomenon. With reference to contextual analysis of the language game in advertisements, the article considers achievement of the main advertising goals (to attract potential consumers and influence their buying behavior) by virtue of various creative language means. The article discusses and analyzes different types of language games based on phonetic, lexical and grammatical means of the Russian language. Cases of the language game with the use of onomatopoeia, homonyms and nonce words are emphasized. The specific features of the linguistic phenomenon in the advertising are illustrated with appropriate examples. Reportedly, the advertising makes possible the language game and, in certain cases, is an ideal environment for its implementation. Considering the language game as an integral part of the advertising discourse, the authors of the article draw conclusions about the similarity of the communicative goal in the language game and advertising. Apart from contribution to the theory of advertising from the standpoint of modern linguistics, on the one hand, and to the development of the language game theory, on the other hand, the results of the study could fruitfully explore creative possibilities of the language, including in advertising.	ru_RU
dc.language.iso	ru	ru_RU
dc.subject	advertisements	ru_RU
dc.subject	language game	ru_RU
dc.subject	onomatopoeia	ru_RU
dc.subject	homonyms	ru_RU
dc.subject	nonce words	ru_RU
dc.title	Advertising as a platform for language game	ru_RU
dc.type	Articles in international journals and collections	ru_RU