Khants-Mansi folk motives in the modern Yugorsk advertising: cultural and linguistic aspect
Introduction. The article analyses of extralinguistic factors that form the advertising trademarks of Ugra. Created emblems, product logos represent an original trade proposal, based on the culture and language of the Khanty and Mansi peoples. The aim of the paper is to determine the role of folk im...
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National Research Mordova State University; MRSU
2020
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ftdoajarticles:oai:doaj.org/article:5d887d73b3d24a9bb0d9677734c4eaf5 2023-05-15T17:02:30+02:00 Khants-Mansi folk motives in the modern Yugorsk advertising: cultural and linguistic aspect Margarita S. Vykhrystyuk Aleksandra A. Mironova Tatyana V. Simashko 2020-10-01T00:00:00Z https://doi.org/10.15507/2076-2577.012.2020.03.303-313 https://doaj.org/article/5d887d73b3d24a9bb0d9677734c4eaf5 EN RU eng rus National Research Mordova State University; MRSU http://csfu.mrsu.ru/en/archives/3356 https://doaj.org/toc/2076-2577 https://doaj.org/toc/2541-982X doi:10.15507/2076-2577.012.2020.03.303-313 2076-2577 2541-982X https://doaj.org/article/5d887d73b3d24a9bb0d9677734c4eaf5 Финно-угорский мир, Vol 12, Iss 3, Pp 303-313 (2020) yugor advertisement ethno-labeled signs colour naming decorative pattern Philology. Linguistics P1-1091 article 2020 ftdoajarticles https://doi.org/10.15507/2076-2577.012.2020.03.303-313 2022-12-31T09:43:14Z Introduction. The article analyses of extralinguistic factors that form the advertising trademarks of Ugra. Created emblems, product logos represent an original trade proposal, based on the culture and language of the Khanty and Mansi peoples. The aim of the paper is to determine the role of folk images, motives of the Khanty and Mansi in the process of creating modern trade marks for Ugra advertising. When analyzing logos, brands, symbols of Ugra brands, it is substantiated that one of the effective methods of influencing the audience is the appeal to folk culture, folk memory. Materials and Methods. Advertisement texts were collected from Khanty-Mansiysk local printed media, Internet advertisement (VKontakte social media, Youtube) by the continuous sampling method. A total of 450 advertisements were analysed. The main research methods are descriptive, component analysis, as well as individual elements of comparative and contextual methods. Results and Discussion. Background knowledge of the Khanty and Mansi peoples that were presented in the product’s trademark, stimulate the recipient’s mental process, activate autocommunication. Creolization in demonstrating the advantages of the Yugor brand allows a potential customer to complete the message by replenishing the details, thereby contributing to the promotion of goods in the consumer market. Nowadays the research in the Khanty language lack specialised research papers dedicated to folklore references in advertisement, there are only a few piecewise studies. On the other hand, the abundance of research in folklore studies, social studies, cultural studies and brand-building demonstrate the timelessness of the subject from the perspective of the linguistic manifestation of Khanty worldview in advertisement texts. Conclusion. The material of the study reveals the people’s wealth and the effectiveness of Khanty and Mansi references in advertisement. Linguistic ethnical and cultural stereotypes construct a wideview on the subject and create a unique, individual ... Article in Journal/Newspaper khanty mansi Mansi Directory of Open Access Journals: DOAJ Articles Finno-Ugric World 12 3 303 313 |
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Directory of Open Access Journals: DOAJ Articles |
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English Russian |
topic |
yugor advertisement ethno-labeled signs colour naming decorative pattern Philology. Linguistics P1-1091 |
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yugor advertisement ethno-labeled signs colour naming decorative pattern Philology. Linguistics P1-1091 Margarita S. Vykhrystyuk Aleksandra A. Mironova Tatyana V. Simashko Khants-Mansi folk motives in the modern Yugorsk advertising: cultural and linguistic aspect |
topic_facet |
yugor advertisement ethno-labeled signs colour naming decorative pattern Philology. Linguistics P1-1091 |
description |
Introduction. The article analyses of extralinguistic factors that form the advertising trademarks of Ugra. Created emblems, product logos represent an original trade proposal, based on the culture and language of the Khanty and Mansi peoples. The aim of the paper is to determine the role of folk images, motives of the Khanty and Mansi in the process of creating modern trade marks for Ugra advertising. When analyzing logos, brands, symbols of Ugra brands, it is substantiated that one of the effective methods of influencing the audience is the appeal to folk culture, folk memory. Materials and Methods. Advertisement texts were collected from Khanty-Mansiysk local printed media, Internet advertisement (VKontakte social media, Youtube) by the continuous sampling method. A total of 450 advertisements were analysed. The main research methods are descriptive, component analysis, as well as individual elements of comparative and contextual methods. Results and Discussion. Background knowledge of the Khanty and Mansi peoples that were presented in the product’s trademark, stimulate the recipient’s mental process, activate autocommunication. Creolization in demonstrating the advantages of the Yugor brand allows a potential customer to complete the message by replenishing the details, thereby contributing to the promotion of goods in the consumer market. Nowadays the research in the Khanty language lack specialised research papers dedicated to folklore references in advertisement, there are only a few piecewise studies. On the other hand, the abundance of research in folklore studies, social studies, cultural studies and brand-building demonstrate the timelessness of the subject from the perspective of the linguistic manifestation of Khanty worldview in advertisement texts. Conclusion. The material of the study reveals the people’s wealth and the effectiveness of Khanty and Mansi references in advertisement. Linguistic ethnical and cultural stereotypes construct a wideview on the subject and create a unique, individual ... |
format |
Article in Journal/Newspaper |
author |
Margarita S. Vykhrystyuk Aleksandra A. Mironova Tatyana V. Simashko |
author_facet |
Margarita S. Vykhrystyuk Aleksandra A. Mironova Tatyana V. Simashko |
author_sort |
Margarita S. Vykhrystyuk |
title |
Khants-Mansi folk motives in the modern Yugorsk advertising: cultural and linguistic aspect |
title_short |
Khants-Mansi folk motives in the modern Yugorsk advertising: cultural and linguistic aspect |
title_full |
Khants-Mansi folk motives in the modern Yugorsk advertising: cultural and linguistic aspect |
title_fullStr |
Khants-Mansi folk motives in the modern Yugorsk advertising: cultural and linguistic aspect |
title_full_unstemmed |
Khants-Mansi folk motives in the modern Yugorsk advertising: cultural and linguistic aspect |
title_sort |
khants-mansi folk motives in the modern yugorsk advertising: cultural and linguistic aspect |
publisher |
National Research Mordova State University; MRSU |
publishDate |
2020 |
url |
https://doi.org/10.15507/2076-2577.012.2020.03.303-313 https://doaj.org/article/5d887d73b3d24a9bb0d9677734c4eaf5 |
genre |
khanty mansi Mansi |
genre_facet |
khanty mansi Mansi |
op_source |
Финно-угорский мир, Vol 12, Iss 3, Pp 303-313 (2020) |
op_relation |
http://csfu.mrsu.ru/en/archives/3356 https://doaj.org/toc/2076-2577 https://doaj.org/toc/2541-982X doi:10.15507/2076-2577.012.2020.03.303-313 2076-2577 2541-982X https://doaj.org/article/5d887d73b3d24a9bb0d9677734c4eaf5 |
op_doi |
https://doi.org/10.15507/2076-2577.012.2020.03.303-313 |
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12 |
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