The Image of a Hero in Western and Russian Social Advertising

The article is devoted to a comparative study of the image of a hero / superhero in Russian and Western social advertising. The relevance of the study is determined by the contrast of globalization processes, on the one hand, and the desire to preserve nationally oriented values, on the other. The n...

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Main Authors: A. G. Zhukova, E. A. Kartushina, A. S. Mamontov
Format: Article
Language:Russian
Published: Tsentr nauchnykh i obrazovatelnykh proektov 2019-12-01
Series:Научный диалог
Subjects:
Online Access:https://www.nauka-dialog.ru/jour/article/view/1398
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spelling doaj-e3053143787c4b9d9daa9bb8ab3a83852021-09-30T08:36:39ZrusTsentr nauchnykh i obrazovatelnykh proektovНаучный диалог2225-756X2227-12952019-12-01012214210.24224/2227-1295-2019-12-21-421394The Image of a Hero in Western and Russian Social AdvertisingA. G. Zhukova0E. A. Kartushina1A. S. Mamontov2Federal State Budget Educational Institution of Higher Education «Pushkin State Russian Language Institute»Moscow City UniversityFederal State Budget Educational Institution of Higher Education «Pushkin State Russian Language Institute»The article is devoted to a comparative study of the image of a hero / superhero in Russian and Western social advertising. The relevance of the study is determined by the contrast of globalization processes, on the one hand, and the desire to preserve nationally oriented values, on the other. The novelty of the study lies in comparing the ideological and linguocultural representations of the image of the hero / superhero, reflected in the socio-advertising text. The results of the study are based on a contextual analysis of the geroy and hero tokens, supergeroy and superhero , as well as non-verbal symbols associated with these concepts presented in the structure of creolized advertising text. In the structure of the image of the hero / superhero, both semantic components (for example, a military metaphor) and specific representations that are determined by the cultural code and ideological identifications, are revealed that are common for Russian and Western social advertising. It is proved that those components of the hero’s image that are connected with the axiology of culture (“peaceful heroism” interpreted as socially approved behavior in general) are more likely to have positive connotations than those that are due to ideological ideas. It is concluded that the image of a superhero in Russian linguistic culture, on the one hand, is understandable and even already familiar, on the other hand, it is rejected as a representative of an alien culture and ideology.https://www.nauka-dialog.ru/jour/article/view/1398social advertisingimage of a herosuperhero imagelanguage and ideologylanguage and globalizationsocial advertising
collection DOAJ
language Russian
format Article
sources DOAJ
author A. G. Zhukova
E. A. Kartushina
A. S. Mamontov
spellingShingle A. G. Zhukova
E. A. Kartushina
A. S. Mamontov
The Image of a Hero in Western and Russian Social Advertising
Научный диалог
social advertising
image of a hero
superhero image
language and ideology
language and globalization
social advertising
author_facet A. G. Zhukova
E. A. Kartushina
A. S. Mamontov
author_sort A. G. Zhukova
title The Image of a Hero in Western and Russian Social Advertising
title_short The Image of a Hero in Western and Russian Social Advertising
title_full The Image of a Hero in Western and Russian Social Advertising
title_fullStr The Image of a Hero in Western and Russian Social Advertising
title_full_unstemmed The Image of a Hero in Western and Russian Social Advertising
title_sort image of a hero in western and russian social advertising
publisher Tsentr nauchnykh i obrazovatelnykh proektov
series Научный диалог
issn 2225-756X
2227-1295
publishDate 2019-12-01
description The article is devoted to a comparative study of the image of a hero / superhero in Russian and Western social advertising. The relevance of the study is determined by the contrast of globalization processes, on the one hand, and the desire to preserve nationally oriented values, on the other. The novelty of the study lies in comparing the ideological and linguocultural representations of the image of the hero / superhero, reflected in the socio-advertising text. The results of the study are based on a contextual analysis of the geroy and hero tokens, supergeroy and superhero , as well as non-verbal symbols associated with these concepts presented in the structure of creolized advertising text. In the structure of the image of the hero / superhero, both semantic components (for example, a military metaphor) and specific representations that are determined by the cultural code and ideological identifications, are revealed that are common for Russian and Western social advertising. It is proved that those components of the hero’s image that are connected with the axiology of culture (“peaceful heroism” interpreted as socially approved behavior in general) are more likely to have positive connotations than those that are due to ideological ideas. It is concluded that the image of a superhero in Russian linguistic culture, on the one hand, is understandable and even already familiar, on the other hand, it is rejected as a representative of an alien culture and ideology.
topic social advertising
image of a hero
superhero image
language and ideology
language and globalization
social advertising
url https://www.nauka-dialog.ru/jour/article/view/1398
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