Corpus-Assisted Study of Discursive Practices in Russian-language Car Advertisements
- 10.2991/cildiah-17.2017.23How to use a DOI?
- corpus linguistics; advertising discourse; discursive practice; conceptual metaphor
Even though the advertising discourse has been extensively researched, there is a lack of corpus-assisted studies in this field with regard to Russian-language advertising. The paper addresses the gap by using the corpus approach to provide insights into discursive practices in Russian-language car advertisements through investigation of the keywords identified with SketchEngine software tool. The research draws on the corpus of approximately 80,000 words that contains Russian-language advertisements available from websites of car dealers in Russia, which is divided into three sub-corpora comprising texts for cars in different price segments. To complete a comparative analysis that would bring out similarities and differences in the advertising strategies and reveal nuances in patterns of meaning, the key word data in each sub-corpus were compared against each other. The results show that lexical choices might be indicative of different discursive practices revealing distinctive sets of cultural values used for pragmatic purposes. Based on a close reading of the advertisements and a search for discursive tendencies, common and specific conceptual metaphors employed in featuring an automobile have been revealed. It was found that though the conceptualization of car rests on similar metaphors across the corpus, they have different entailments and metaphoric interpretation in different price categories.
- © 2017, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - L. A. Kochetova AU - I. V. Kononova AU - I. B. Rubert PY - 2017/11 DA - 2017/11 TI - Corpus-Assisted Study of Discursive Practices in Russian-language Car Advertisements BT - Proceedings of the 7th International Scientific and Practical Conference "Current issues of linguistics and didactics: The interdisciplinary approach in humanities" (CILDIAH 2017) PB - Atlantis Press SP - 125 EP - 132 SN - 2352-5398 UR - https://doi.org/10.2991/cildiah-17.2017.23 DO - 10.2991/cildiah-17.2017.23 ID - Kochetova2017/11 ER -