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Ethnolinguistic features of advertising texts of Kalmykia in Russian language

Annotation

The study is devoted to the identification of ethno-linguistic features and the study of their functioning in Russian-language advertising texts and posters in Kalmykia. The question of the origin of the ethnonym “Kalmyk” is considered, it is noted that the Kalmyk ethnos has several ethnonyms: Kalmyk, Khalmg, Ulan Zalata Khalmg, the functioning of ethnonymic derivatives (“Kalmykia”, “Kalmyk”, “Kalmyk/Kalmychka”) and ethno-marked vocabulary in advertising texts are studied and posters of Kalmykia. Descriptive and linguoculturological methods are used, as well as the method of quantitative calculations. The frequent use of the ethnotoponym “Kalmykia” and the ethnonymous adjective “Kalmyk” is revealed, the use of which attracts the addressee's attention, inspires confidence and encourages him to purchase a product or service. In advertising texts, the national flavor is noted, expressed through lexical ethnomarkers, their positive impact on the addressee is described. National-precedent phenomena are found that convey the key concepts of national culture and national consciousness. The precedent nature of Kalmyk tea and its special significance in the Kalmyk linguistic culture are emphasized. The results of the study make some contribution to the study of ethnolinguistics and can be used in the preparation and teaching of the courses “Ethnolinguistics”, “linguoculturology”.

Keywords

national precedent phenomenon, ethnonymous, precedent phenomenon, advertising text, ethnolinguistics, ethnolinguistic, ethnonym

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DOI

10.20310/2587-6953-2023-9-2-274-283

UDC

811.161.1 + 81.39

Pages

274-283

References

1. Gerd A.S. Vvedenie v ehtnolingvistiku [An Introduction to Ethnolinguistics]. St. Petersburg, Saint-Petersburg State University Publ., 2005, 458 p. (In Russ.) Available at: https://www.academia.edu/10100591/A_S_GERD_VVEDENIE_V_EHTNOLINGVISTIKU_A_S_GERD_AN_INTRODUCTION_TO_ETHNOLINGUISTICS 2. Sharaeva T.I. Ehtnicheskie markery kalmykov: issledovanie i materialy [Ethnic Markers of the Kalmyks: Research and Materials]. Elista, Kalmyk Scientific Center of the Russian Academy of Sciences Publ., 2017, 288 p. (In Russ.) https://doi.org/10.22162/978-5-906881-39-7, https://elibrary.ru/nrgxzn 3. Nazukina M.V. Markers of ethnicity in the regional identity of Russia’s republics. Regionologiya = Russian Journal of Regional Studies, 2018, vol. 26, no. 4, pp. 698-717. (In Russ.) https://doi.org/10.15507/2413-1407.105.026.201804.698-717, https://elibrary.ru/yqjhch 4. Bakaeva Eh.P. Ethnic identity issues of Kalmyk Buddhists in the 1900–1930s: a perspective from the current challenges of Kalmyk ethnic history studies. Vestnik Kalmytskogo instituta gumanitarnykh issledovanii RAN = Bulletin of the Kalmyk Institute for Humanitarian Research of the Russian Academy of Sciences, 2018, vol. 11, no. 4 (38), pp. 52-67. (In Russ.) https://doi.org/10.22162/2619-0990-2018-38-4-52-67, https://elibrary.ru/yplelz 5. Bakaeva Eh.P. Visualizing identity: Kalmyk number plates and the symbolism of the ethnic. Sibirskie istoricheskie issledovaniya = Siberian Historical Research, 2020, no. 4, pp. 326-364. (In Russ.) https://doi.org/10.17223/2312461X/30/15, https://elibrary.ru/yorxit 6. Esenova T.S. Ocherki po lingvokul’ture kalmykov [Essays on the Linguistic Culture of the Kalmyks]. Elista, Kalmyk State University named after B.B. Gorodovikov Publ., 2012, 160 p. (In Russ.) https://elibrary.ru/tuoted 7. Ulinova I.Kh. Cultural industries’ relevance in preserving Kalmyks ethnic identity. Vestnik Sankt-Peterburgskogo gosudarstvennogo instituta kul’tury = Vestnik of Saint Petersburg State University of Culture, 2019, no. 2 (39), pp. 34-39. (In Russ.) https://doi.org/10.30725/2619-0303-2019-2-34-39, https://elibrary.ru/wewztp 8. Salynova O.V. Language representation of advertisement (on the material of advertising texts of Kalmykia). Vestnik Buryatskogo gosudarstvennogo universiteta = Buryat State University Bulletin, 2015, no. 10-1, pp. 88-92. (In Russ.) https://elibrary.ru/uxkkht 9. Sharaeva T.I., Aiyzhy E.V. Tea in the traditional culture of the Kalmyks and Tuvans. Novye issledovaniya Tuvy = The New Research of Tuva, 2019, no. 4, pp. 140-153. (In Russ.) https://doi.org/10.25178/nit.2019.4.12, https://elibrary.ru/ekcetb 10. Tserenova Zh.N. Kontsept «podarok» v kalmytskoi lingvokul’ture [The concept of “gift” in the Kalmyk linguistic culture]. In: Esenov T.S. (academ. ed.). Ehtnokul’turnye kontsepty v soznanii sovremennykh rossiyan [Ethnocultural Concepts in the Minds of Modern Russians]. Elista, Kalmyk State University named after B.B. Gorodovikov Publ., 2010, pp. 145-148. (In Russ.) https://elibrary.ru/tuoqzp

Received

2023-01-19

Section of issue

Russian language. languages of peoples of russia

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