| Title |
Суперлатив в женском рекламном дискурсе (на материале рекламных текстов из журнала "Cosmopolitan") / |
| Another Title |
Superlative in the advertising discourse aimed at women (advertising texts of "Cosmopolitan"). |
| Another Title |
Superlatyvas moterims skirtos reklamos diskurse (remiantis "Cosmopolitan" reklaminių skelbimų medžiaga). |
| Authors |
Diomidova, Ala |
| DOI |
10.15388/Verb.2013.4.4980 |
| Full Text |
|
| Is Part of |
Verbum.. Vilnius : Vilniaus universiteto leidykla. 2013, t. 4, p. 46-52.. ISSN 2029-6223. eISSN 2538-8746 |
| Keywords [eng] |
totalitarian discourse ; advertising discourse ; advertising ; superlative ; "Cosmopolitan" |
| Abstract [eng] |
The aim of the research is a description of superlative application in advertising texts. Frequent application of superlatives is one of the attributes of advertising discourse which unites advertising and political (totalitarian) discourse. The concept of superlative is used in a broader sense (comparing with the application in grammar) in this work. The broader sense of the concept has its own tradition in the discourse research (a similar usage of the term see in V. Klemperer. Lingua Tertii Imperii). It is possible to divide all the superlatives that have been found in advertising texts into two groups – grammatical and semantic. Grammatical superlatives are superlative adjectives and other parts of speech that have prefixes -hyper-, mega-, super-, etc. Semantic superlatives are the words which formally are non-superlative adjectives. Nevertheless, they have such meaning. Discursive superlatives acquire superlative meaning in a particular context, e.g. голографический блеск (holographic gloss). The word ‘holographic’ does not have a superlative meaning but it is acquired in the advertising context. |
| Published |
Vilnius : Vilniaus universiteto leidykla |
| Type |
Journal article |
| Language |
Russian |
| Publication date |
2013 |
| CC license |
|
