THE DYNAMICS OF LINGUOSEMIOTIC CHARACTERISTICS OF SOCIAL VALUES IN ENGLISH ADVERTISING DISCOURSE
Vara Natal'ya Georgievna
Volgograd State University
Abstract. The article touches upon the scientific approaches towards the study of axiological component of advertising discourse. The author describes the essential characteristics and reveals the repertoire of social values which are used in the car advertisement in different periods of English advertising discourse functioning. The object of research is the dynamics of linguosemiotic characteristics of social values throughout the XX-XXI centuries.
Key words and phrases: рекламный дискурс, ценность, социально-ориентированные ценности, персонально-ориентированные ценности, advertising discourse, value, socially oriented values, personally oriented values
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