Axiosphere of Social Advertising Poster about Coronavirus in Russia and China
Электронный научный архив УРФУ
Информация об архиве | Просмотр оригинала| Поле | Значение | |
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Axiosphere of Social Advertising Poster about Coronavirus in Russia and China
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| Автор |
Vepreva, I. T.
Zhibing, Y. |
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| Тематика |
NATIONAL SPECIFICS
SOCIAL ADVERTISING THE CORONAVIRUS PANDEMIC VALUE AXIOGENIC SITUATION VERBAL CODE VISUAL CODE |
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| Описание |
The axiogenic situation of the pandemic is considered based on the material of social advertising of two countries—Russia and China. The thesis is advanced that the coronavirus pandemic can be considered as a referent that allows a value-marked interpretation. The purpose of the work is to identify a set of universal values objectified in social advertising; characterize verbal and visual codes as means of expressing valuable meanings; determine national specifics of advertising. 400 Russian and Chinese advertising texts served as the material for the observations. As a result of the analysis, it was revealed that the axiological space of advertising of both countries is constructed by a set of valuable meanings, united by the absolute value of being—the concept of LIFE. It is noted that the structure of advertising discourse is based on the dichotomy of biological and social. The key value, along with life and its protection, was the strength of unity and cohesion of the nation in the face of a mortal threat. The value of the heroic is objectified in the image of medical workers. It was revealed that Chinese advertising is characterized by a language game associated with homonymy and the transformation of phraseological units, and the absence of weakly creolized texts with a strong cultural and historical component of the visual series. It is concluded that Russian advertising revives the style of the Soviet poster when promoting sanitary and hygienic rules. © 2023, Tsentr Nauchnykh i Obrazovatelnykh Proektov. All rights reserved.
202110100033 The study is supported by the State Scholarship Committee of the People’s Republic of China, project number 202110100033 |
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| Дата |
2024-04-05T16:39:25Z
2024-04-05T16:39:25Z 2023 |
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| Тип |
Article
Journal article (info:eu-repo/semantics/article) |info:eu-repo/semantics/publishedVersion |
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| Идентификатор |
Вепрева, ИТ & Ян, Ч 2023, 'АКСИОСФЕРА СОЦИАЛЬНОГО РЕКЛАМНОГО ПЛАКАТА О КОРОНАВИРУСЕ В РОССИИ И КИТАЕ', Научный диалог, Том. 12, № 2, стр. 102-123. https://doi.org/10.24224/2227-1295-2023-12-2-102-123
Вепрева, И. Т., & Ян, Ч. (2023). АКСИОСФЕРА СОЦИАЛЬНОГО РЕКЛАМНОГО ПЛАКАТА О КОРОНАВИРУСЕ В РОССИИ И КИТАЕ. Научный диалог, 12(2), 102-123. https://doi.org/10.24224/2227-1295-2023-12-2-102-123 2225-756X Final All Open Access, Gold https://www.scopus.com/inward/record.uri?eid=2-s2.0-85184464836&doi=10.24224%2f2227-1295-2023-12-2-102-123&partnerID=40&md5=31cbcb04022347d0e6877363f037b2ca https://www.nauka-dialog.ru/jour/article/download/4396/2151 http://elar.urfu.ru/handle/10995/131151 50483803 10.24224/2227-1295-2023-12-2-102-123 85184464836 000975102000006 |
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| Язык |
ru
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| Права |
Open access (info:eu-repo/semantics/openAccess)
cc-by https://creativecommons.org/licenses/by/4.0/ |
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| Формат |
application/pdf
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| Издатель |
Tsentr Nauchnykh i Obrazovatelnykh Proektov
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| Источник |
Nauchnyi dialog
Nauchnyi Dialog |
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