Lexical peculiarities of advertising texts as a marker of cultural specificity

The article studies pragmatic and culturally significant lexical features of advertising texts of the tourism industry in Russian and English. The article raises such topical issues as identifying the linguistic and cultural specifics of the advertising text in English and Russian, increasing the pragmatic power of the advertising text using vocabulary with a cultural component, ways of translating lexical units unfamiliar to the reader, as well as pragmatically marked specific features of the vocabulary of tourist advertising texts in English and Russian. The article is based on the fact that lexical meanings connect the language with the way of life and the system of social relationships of the community speaking it, and the information received during the analysis of linguistic features is a source of identifying the linguistic and cultural specifics of the text.

Special emphasis is placed on various types of realities as cultural signs widely used in tourist advertising communication. The analysis established the relationship between the lexical units used in advertising texts and the ethnocultural characteristics of the consumer of tourist advertising. In addition, the function of pragmatically significant linguistic means is studied, the features of the reproduction of non-equivalent vocabulary and words containing an ethno-cultural component of meaning are analyzed.

The article does not ignore the fact that the main task of any advertising text is to increase the level of sales of the advertised product (in this article, of a tourist trip). Thus, the present study focuses on the pragmatic aspect of the advertising text and the impact of the lexicon on the perception of the advertising text.

1. Alekseeva I. S. Vvedenie v perevod (Introduction to translation). Moscow: Akademia, 2004. 352 p. (In Russian).

2. Ahmanova O.S. Slovar’ omonimov russkogo jazyka (Dictionary of homonyms of the Russian language). Moscow: Russkiy yazyk, 2004. 608 p. (In Russian).

3. Barhudarov L. S. Jazyk i perevod. Voprosy obshchej i chastnoj teorii perevoda (Language and translation. Questions of general and particular theory of translation). Moscow: LKI publ., 2008. 240 p. (In Russian).

4. Vereshhagin E. M., Kostomarov V.G. Jazyk i kul’tura. Lingvostranovedenie v prepodavanii russkogo jazyka kak inostrannogo (Language and culture. Linguistics in teaching Russian as a foreign language). Moscow: Russkiy yazyk, 1990. 246 p. (In Russian).

5. Vinogradov V. S. Perevod: Obshhie i leksicheskie voprosy (Translation: General and lexical questions). Moscow: KDU publ., 2004. 240 p. (In Russian)

6. Vlahov S., Florin S. Neperevodimoe v perevode (Untranslatable in translation). Moscow: Mezhdunarodnye otnosheniya, 1980. 176 p. (In Russian)

7. Evropa 2015–2016. Francija-Avstrija-Germanija-Velikobritanija: Katalog. (Europe 2015–2016. France-Austria-GermaniaGreat Britain: Catalog) Coral Travel, 2015. 174 p. (In Russian)

8. Egipet-Tailand-OAJe-Bali-V’etnam: Katalog. (Egypt-Thailand-UAE-Bali-Vietnam) Coral Travel, 2016. 163 p. (In Russian)

9. Zemskaja E. A. Citacija i vidy ee transformacii v zagolovkah sovremennyh gazet (Citation and types of its transformation in the headlines of modern newspapers) // Pojetika. Stilistika. Jazyk i kul’tura. Pamjati T.G. Vinokur. Moscow: Nauka, 1996. P.157–168. (In Russian)

10. Znakom’tes’, mir! Katalog. (Meet the world! Catalog) Pegas-Touristik, 2015. 159 p. (In Russian)

11. Kovalev, G. F. Precedentnoe imja sobstvennoe v tekste reklamy (Precedent proper name in the ad text) // Fenomen precedentnosti i preemstvennost’ kul’tur. Voronezh: VSU publ, 2004. P. 273–289. (In Russian)

12. Marshall N. Leksicheskie innovacii v sfere turisticheskoj reklamy (Lexical innovations in the field of tourism advertising) // Jazyk, kommunikacija i social’naja sreda. Voronezh: VSTU publ., 2002. Issue.2. P. 137–142. (In Russian)

13. Pljazhnyj otdyh 2016: Katalog. (Beach holidays 2016: Catalog) PacGroup, 2015. 125 p. (In Russian)

14. Severnaja Amerika: Katalog. (North America: Catalog) Lanta-Tur, 2013. 153 p. (In Russian)

15. Serebriakova S. V. Kognitivnyj dissonans kak interpretacionnaya ramka mezhlichnostnyh otnoshenij personazhej (Cognitive dissonance as an interpretive framework of interpersonal relationships of characters) // Voprosy kognitivnoj lingvistiki. 2018. No. 1 (54). P.137–143. (In Russian).

16. Telija V.N. Russkaja frazeologija. Semanticheskij, pragmaticheskij i lingvokul’turologicheskij aspekty (Russian phraseology. Semantic, pragmatic and linguoculturological aspects). Moscow: Yazyki russkoy kul’tury, 1996. 288 p. (In Russian).

17. Tenochtitlan – stolica actekskogo naroda (Tenochtitlan – the capital of Aztec). URL: http://chydesa-mira.ru/tenochtitlan/ (Accesses: 20.11.2022) (In Russian).

18. Tomahin G. D. Lingvostranovedcheskij slovar’ (Linguistic and Cultural dictionary). Moscow: Astel’, 2001. 272 p. (In Russian).

19. Shumager E. I. Fonovaja leksika, ee svoeobrazie i svjaz’ s kul’turoj (Background vocabulary, its originality and connection with culture)/ Tver’: TSU publ., 1990. 456 s. (In Russian).

20. 50 Best Places to Travel in 2017. URL: http://www.travelandleisure.com/trip-ideas/best-places-to-travel-in-2017#cambodiaalila-villas (Accessed: 17.11.2022)

21. Food and drink. URL: http://www.lastminute.com/flights/dubai.html (Accessed: 17.11.2022).

22. Leisure and Luxury: Catalog. Pegas Touristic & Hotels, 2015. 120 p.

23. North Caucasus. URL: https://en.wikivoyage.org/wiki/North_Caucasus (Accessed: 10.11.2022).

24. Seven Wonders of China Explore Ancient Marvels in Modern Times. URL: http://www.travelchannel.com/interests/hottopics/articles/seven-wonders-of-china (Accesses: 11.11.2022).

25. Visit USA: Katalog. ICS-Group, 2015. 132 p.