Axiological dominance in advertising texts: A cross-cultural linguistic analysis of the UK, Egypt, and Belarus | Вестник Томского государственного университета. Филология. 2025. № 97. DOI: 10.17223/19986645/97/5

Axiological dominance in advertising texts: A cross-cultural linguistic analysis of the UK, Egypt, and Belarus

В статье представлен всесторонний аксиологический анализ рекламных текстов в различных культурных контекстах. Рассматриваются лингвистические и культурные факторы, влияющие на аксиологическое доминирование в рекламном дискурсе. Выборка включает 150 рекламных текстов из Великобритании, Египта и Беларуси. В данном исследовании применен качественный метод, проведен качественный контент-анализ рекламных текстов из разных стран. Концептуальная основа определяет основные принципы аксиологического анализа, подчеркивая важность культурных ценностей при создании рекламного контента. Исследование показывает, что язык, используемый в тексте рекламы, является основным фактором, определяющим распространение ценностей. Исследование посвящено сложной взаимосвязи между языком и передачей ценностей в рекламе, демонстрируя высокий уровень и стратегическую компетентность в лингвистике, проявляющуюся в коммуникации ценностей в различных культурных и языковых условиях. Значимость данного исследования заключается в том, что оно провело углубленный анализ языка, используемого в этих текстах, с целью целенаправленной передачи определенных ценностей. Более того, оно вносит вклад в лингвистические исследования в целом (с аксиологической точки зрения). Автор заявляет об отсутствии конфликтов интересов.

Скачать электронную версию публикации

Загружен, раз: 4

Ключевые слова

axiological analysis, linguistic factors, advertising text, cultural factors, cognitive-axiological approach

Авторы

ФИО	Организация	Дополнительно	E-mail
Мунир Антониус Самир	Витебский государственный университет им. П.М.Машерова	преподаватель, факультет гуманитарного знания и коммуникаций	tonyolga2019@gmail.com

Всего: 1

Ссылки

Schooler, C., & Hofstede, G. (1983) Culture's consequences: International differences in work-related values. Contemporary Sociology. 12 (2). 167.

Okazaki, S., & Mueller, B. (2007) Cross-cultural advertising research: where we have been and where we need to go.International Marketing Review. 24 (5). pp. 499-518. doi: 10.1108/0265133071.0827960.

Usunier, J.C., Lee, J.A., & Lee, J. (2005) Marketing Across Cultures. Pearson Education.

Terskikh, M., & Zaytseva, O. (2023) Ideologicheskiye i kul'turnyye kody v usloviyakh formirovaniya provokativnogo soderzhaniya reklamy (na primere reklamnykh tekstov benetton) [Ideological and cultural codes in terms of provocative advertising content formation (as exemplified by Benetton advertising texts)]. Aktual'nyye problemy filologii i pedagogicheskoy lingvistiki. 1. pp. 225-237.

Zou, H., & Novospasskaya, N.V. (2021) Classification of elements of linguocultural information in the polycode text of printed advertising based on the material of Russian and Chinese languages. Litera. 2. pp. 1-10.

Kochetova, L. A. (2016) Linguistically-Relevant Diachronic Study of Cultural Values in Early British Advertising Discourse.International Journal of Environmental & Science Education. 11 (9). pp. 2507-2517.

Gromova, E., Muglova, D. & Perez, E. (2017) Culture in advertising and advertising in culture: Communication, translation, representation. Ars Aeterna. 9 (2). pp. 81-92.

Ionova, S. (2023) Emotsional'naya dominanta teksta: nekotoryye lingvisticheskiye aspekty issledovaniya [Emotional Dominant of the Text: Some Linguistic Aspects of Research]. Vestnik Volgogradskogo gosudarstvennogo universiteta. Seriya 2. Yazykoznanie. 1. pp. 13-27.

Klevakina, I.N. & Melnik, N.V. (2023) Lingvopersonologicheskoye osmysleniye aksiologicheskikh dominant professional'nogo kinokritika [Linguopersonological Comprehension of Axiological Dominants of a Professional Film Critic]. Filologiya i chelovek (2). pp. 38-48. (In Russian).

Hofstede, G. (2011) Dimensionalizing Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture. 2 (1).

Belk, R.W. (1983) Worldly Possessions: Issues and Criticisms. Advances in Consumer Research. 10. pp. 514-519.

Shapovalova T. E. (2023) Aksiologicheskiye znaki v grammaticheskoy forme khudozhestvennogo teksta [Axiological marks in the grammatical form of a literary text].Russkiy yazyk za rubezhom. 2 (297). pp. 34-38.

Petrov, I. (2020) Aksiologicheskiy podkhod v sotsiologii kul'tury [Axiological Approach in the Sociology of Culture]. Byulleten’nauki ipraktiki. 6 (4). pp. 480-483.

Vorkachev, S.G. (2023) Aksiologiya i metaksiologiya lingvokul'turnykh znacheniy [Axiology and metaaxiology of linguocultural meanings].Russkiyyazykza rubezhom. 2 (297). pp. 13-17.

Cortes de los Rios, M.E. & El Yamlahi, F. A. (2023) A linguistic analysis of the dominant axiological values in Moroccan drink brand names. Revista De Lenguas Para Fines Especificos. 29. pp. 155-176.

Al-Omar, N. (2020) Ideology in Advertising: Some Implications for Transcreation into Arabic. Hikma. 19 (1). pp. 43-68.

Goddard, A. (2002) The Language of Advertising. Psychology Press.

Saussure, F. de. (1974) Cours de linguistique Generale. Payot.

Men'shikova, E.E. (2023) Possible Worlds in the Semantic Space of the Advertising Tourist Narrative. Philology. Issues of Theory and Practice. 16 (1). pp. 152-157.

Galyavieva, L.S., Karimova, A.A. & Khasanova, O.V. (2023) Esteticheskiy ideal sovremennoy zhenshchiny v angloyazychnoy reklame: sotsiolingvisticheskiy aspect [The aesthetic ideal of a modern woman in English-language advertising: sociolinguistic aspect]. Filologiya: Nauchnyye Issledovaniya. 10. pp. 28-36.

Pollay, R.W. & Gallagher, K. (1990) Advertising and Cultural Values: Reflections in the Distorted Mirror // International Journal of Advertising. 9 (4). pp. 359-372.

Shiryaeva, T., Arakelova, A., Golubovskaya, E. & Mekeko, N. (2019) Shaping values with "YouTube freedoms": linguistic representation and axiological charge of the popular science IT-discourse. Heliyon. 5 (12). e02988.

Raza, S.H., Hasnain, A. & Khan, S.W. (2018) Cross-Cultural Evaluation of the Mediation of Attitudes in Relationship of Cultural Values and Behavioral Reactions toward Web Based Advertising. South Asian Journal of Management Sciences. 12 (01). pp. 1-24.

Barnes, S. & Mattsson, J. (2008) Brand Value in Virtual Worlds : An Axiological Approach. Journal of Electronic Commerce Research. 9 (3).

Leonard, M. (1989) Marketing Literature Review. Journal of Marketing. 53 (4). pp. 94110.

Cortes de los Rios, M.E. (2001) Nuevas perspectivas lingulsticas en la publicidad impresa anglosajona. Universidad Almeria.

Cheng, H. & Schweitzer, J. (1996) Cultural values reflected in Chinese and U.S. television commercials. Journal of Advertising Research. 36 (3) pp. 27-44.

Murashova, E.P. (2021) The role of the cognitive metaphor in the hybridisation of marketing and political discourses: An analysis of English-language political advertising. Training, Language and Culture. 5 (2). pp. 22-36.

Suri, H. (2011) Purposeful Sampling in Qualitative Research Synthesis. Qualitative Research Journal, 11 (2). pp. 63-75. doi: 10.3316/qrj1102063.

Hall, S., Hobson, D., Lowe, A. & Willis, P. (2003) Culture, Media, Language: Working Papers in Cultural Studies, 1972-79. Routledge.

Felices Lago, A.M. (1991) El componente axiologico en el lenguaje: su configuracion en los adjetivos que expresan emociones y conducta en la lengua inglesa. Universidad De Granada.

Felices Lago, A.M. (1996) Axioematic analysis of brand names in English: A semantic-pragmatic approach to branding. In: Budin, G. (ed.) Multilingualism in Specialized Communication (Proceedings of the 10th European Symposium on Language for Special Purposes). Viena-Infoterm. pp. 991-1010.

Ilyinova, E. & Kochetova, L. (2016) Diakhronicheskaya perspektiva v issledovaniyakh teksta i diskursa: obzor podkhodov [Diachronic Perspective in Text and Discourse Studies: Review of Approaches]. Vestnik Volgogradskogo gosudarstvennogo universiteta. Seriya 2. Yazykoznanie. 15 (4). pp. 18-25.

Felices Lago, N. & Hewitt, E. (2004) Personal Qualities of Applicants in Job Advertisements: axiological and lexical analysis of samples in English from the Spanish press. LSP and Professional Communication. 4.

Felices Lago, N. & Cortes de los Rios, M. E. (2009) A cognitive-axiological approach to print eco-advertisements in the economist: the energy sector under scrutiny. Revista De Linguistica YLenguas Aplicadas. 4 (1).

Shavitt, S., Johnson, T.P. & O'Guinn, T.C. (2006) The role of cultural values in understanding the importance of perceived service quality and satisfaction." Journal of Marketing Research. 43 (2). pp. 121-134.

Escalas, J.E. & Bettman, J.R. (2005) Self-Construction, Reference Groups, and Brand Meaning. Journal of Consumer Research. 32 (3). pp. 378-389.

Pham, T. (2022) Individualism and collectivism in advertising - An overview. Journal of English Language Teaching and Applied Linguistics. 4 (1). pp. 30-36.

Saavedra, R.A., Philominraj, A., Ranjan, R. & Urzua, C.A.C. (2023) Axiological Study of Educational Projects in Schools.International Journal of Learning, Teaching and Educational Research. 22 (6). pp. 494-514.

Pluzhenskaya, L. V. (2023). Kommercheskaya reklama kak aksiologicheskiy resurs vospitatel'noy deyatel'nosti [Commercial advertising as an axiological resource of upbringing activity]. Vestnik Kostromskogo gosudarstvennogo universiteta. Seriya: Pedagogika. Psikhologiya. Sotsiokinetika. 28 (3). pp. 25-34.

Minyar-Belorucheva, A. & Sergienko, P. (2023) Linguistic Approach to the Axiological Sphere of Language and Culture Research in the Modern Communication Studies. Scientific Research and Development Modern Communication Studies. 12 (2). pp. 15-19.

Soomro, M,A., Rajper, M.A. & Koondhar, M.A. (2023) An Axiological Discussion: Address Forms as Reflectors of Values in Multilinguals. Sir Syed Journal of Education & Social Research (SJESR). 6 (1). pp. 147-158.

Malyuga, E. & Khaperstkova, A. (2023) Lingvokognitivnyy aspekt v izuchenii zhenskoy emotsional'no-otsenochnoy leksiki v reklamnom diskurse [The linguistic-cognitive aspect in studying women's emotional-evaluative lexis in advertising discourse]. Voprosy kognitivnoy lingvistiki. 1. pp. 71-79.