pp. 1411-1418 | Article Number: iejme.2016.125
Published Online: August 04, 2016
Article Views: 406 | Article Download: 291
The analysis of advertising print materials placed in German mass media allows revealing the hierarchy of values of modern society, its needs and sociocultural level. Advertisers actively appeal to the concept of "utilitarian values" of society, as they reflect propensity of a contemporary man, first of all, to comfort and moderate money spending. Advertisers' appeal to aesthetic values is determined, on the one hand, by good taste of a part of society, and on the other hand – by prestige of purchased goods or rendered commercial services. In German advertising media texts, the aesthetic value is emphasized, as a rule, when offering expensive goods, which cannot be bought by everybody. It was found out that in German advertising texts the evaluation vocabulary is actively used to effectively influence buyer's consciousness. The analysis of advertisement texts identified two types of goods, whose buyers pursue either utilitarian or aesthetic values. It was found that the more prestigious and expensive the goods, the oftener the evaluating words are used and the more emphasis is put on the aesthetic values of the German society. If the goods are cheap and less prestigious – lexical units that denote utilitarian values are used.
Keywords: Media text; media discourse; utilitarian values; aesthetic values; social needs
Alefirenko, N. F. (2001) Valuation-and-Semantic Nature of Language Knowledge. Language Personality: Problems of Cognition and Communication. Collection of research works. Volgograd: College, 3-11.
Arutyunova, N. D. (1999) The Man's Language and World. 2nd corrected edition. Mosciw: Languages of the Russian culture, 896 p.
Babaeva, E. V. (1997) Cultural-and-Language Characteristics of Attitude towards Property (on materials of the German and Russian languages): PhD Thesis in philology. Volgograd, 210 p.
Belousova, N. P. (2006) The Main Characteristics of Slogan as a Subgenre of the Modern Russian Advertising Discourse: PhD Abstract in philology. Samara, 16 p.
Borbotko, V. G. (2000) The Game Principle in the Activity of Language Consciousness. Ethnocultural Specificity of Language Consciousness. Collection of articles. Moscow: The Institute of Linguistics of the Russian Academy of Sciences, 40-54
Busygina, M. V. & Zheltukhina, M. R. (2015) Correlation of the notions "press release", "news", "advertising" in modern media discourse. Cognitive explorations of language, 20, 641-653.
Eisenstein, J. (2013) Phonological factors in social media writing. Proc. of the Workshop on Language Analysis in Social Media, 3, 11-19.
Evsyukova, T. V. (2002) Linguoculturological Concept of the "Dictionary of Culture": ScD Thesis in philosophy. Nalchik, 304 p.
Gunder, A. (2013) Forming the Text, Performing the Work-Aspects of media, navigation, and linking. Human IT: Journal for Information Technology Studies as a Human Science, 5(2-3), 35-53.
Ivanova, S. V. & Nikolayeva, A. V. (2011) The Role of "Empty" Words in Advertisement Texts (by the Example of English Advertisement Texts). Political Linguistics, 4, 34-52.
Jamieson, K. H. & Campbell, K. K. (1997) The Interplay of Influence. Belmont, Ca: Wadsworth Publishing Company. 349p.
Karasik, V. I. (1992) Language of Social Status. Moscow, Volgograd: Peremena. 330p.
Karasik, V. I. (2014) Language Demonstration of Personality. Volgograd: Paradigma. 450p.
Kirichenko, N. V. (2007) Expressive Means of Sounding Advertising Text: PhD Abstract in philology. Voronezh. 23p.
Kochetova, L. A. (1999) Linguocultural Characteristics of the English Advertising Discourse: PhD Abstract in philology. Volgograd. 19p.
Marzouki, El. M. (2015) Collaborative media. New Media & Society, 17(10), 1756-1757.
Nikitina, S. V. (1998) National Specificity of the Text of Industrial Advertising: PhD Abstract in philology. Voronezh, 20p.
Ponomarenko, E. B. (2013) Linguistic Manipulation Devices. GISAP: Philological Sciences, 1, 62-65.
Short Encyclopedia of Philosophy. (1994) In E.F. Gubsky (Eds.).. Moscow: Progress. 576p.
Slyshkin, G. G. & Chizh, N. V. (2008) City as a Sociocultural Value. City sociology, 1, 12-20.
Spiegel, Nr. (2001) Sonderteil zur Internationalen Automobil-Ausstellung. Direct access: http://www.spiegel.de/thema/iaa/
Spiegel, Nr. (2003) Garten & Landschaft. Direct access: http://www.spiegel.de/thema/iaa/
Vorkachev, S. G. (2009). Search for the Truth: the Idea of Justice in the Russian Linguoculture. Volgograd: Paradigma". 190p.
Wimmer, R. & Dominick, J. (2013) Mass Media Research. Direct access: https://www.amazon.com-/Mass-Media-Research-Roger-Wimmer/dp/ 1133307337