| Title |
Precedentinių vardų aktualizacija reklamoje (1 dalis) / |
| Translation of Title |
Precedential names in advertising. |
| Authors |
Amankevičiūtė, Simona |
| DOI |
10.15388/Verb.2015.6.8805 |
| Full Text |
|
| Is Part of |
Verbum.. Vilnius : Vilniaus universiteto leidykla. 2014, t. 5, p. 16-27.. ISSN 2029-6223. eISSN 2538-8746 |
| Keywords [eng] |
cognitive linguistics ; advertisement ; precedential phenomena ; precedential name |
| Abstract [eng] |
The subject of this article is the spread of precedential names in advertising. To evaluate the qualities of precedential name actualization in ads, this paper analyses examples of advertisements with actualized precedential personalities. One of the elements of precedential phenomena, precedential name (PN), is an individual name which has a close relation to a well-known text or situation. PN represents a sign of its kind; in usage PN appeals to its differential attributes. This article also reviews possible causes for the increasing frequency of PN usage in ads, defines and evaluates concepts of PN clichés and attribution. The article presupposes that PN usage in ads is increasing because of the shift in the vertical cognitive base boundary. Reference to deconstructional (Derrida) and critical (Baudrillard) views on advertising and language discourses and ads analysis suggest that PN usage in ads should be considered as trite and disrespectful – a caricature and depersonalization, and advertisement as a precedent itself – a source of ad clichés. |
| Published |
Vilnius : Vilniaus universiteto leidykla |
| Type |
Journal article |
| Language |
Lithuanian |
| Publication date |
2014 |
| CC license |
|
