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

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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

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