Abstract
This article discusses the conceptualization dynamics of the lexeme reklama (‘advertising’), which has only recently adjusted its scope as a concept and become an integral part of modern society, actualizing and developing its meaning through publicistic texts. To fulfil this aim, the following tasks were solved based on the analysis of the Russian newspaper texts of 2011–2021: the concept of dynamics was defined; stable conceptualizations of the lexeme reklama formed by 2010 were determined; the newspaper texts of 2011–2021 with the lexeme reklama were analyzed; changes in the scope of the concept of advertising, which is denoted by the lexeme under study, were specified. Contextual and statistical analysis of the material obtained during the continuous sampling was performed. The results of the chronological study supported a conclusion that the newspaper texts of 2011–2021 are dominated by either neutral or positive attitude to the concept of advertising. This trend confirms the dynamic development of the lexeme reklama in Russian mass media and reflects the change in the attitude of native speakers to the concept of advertising. The practical significance of the work is associated with the possibility of using its results in the training courses on media texts, philological analysis, and marketing.
Highlights
This article discusses the conceptualization dynamics of the lexeme reklama (‘advertising’), which has only recently adjusted its scope as a concept and become an integral part of modern society, actualizing and developing its meaning through publicistic texts
The following tasks were solved based on the analysis of the Russian newspaper texts of 2011–2021: the concept of dynamics was defined; stable conceptualizations of the lexeme reklama formed by 2010 were determined; the newspaper texts of 2011–2021 with the lexeme reklama were analyzed; changes in the scope of the concept of advertising, which is denoted by the lexeme under study, were specified
The results of the chronological study supported a conclusion that the newspaper texts of 2011–2021 are dominated by either neutral or positive attitude to the concept of advertising
Summary
ДИНАМИКА КОНЦЕПТУАЛИЗАЦИИ ЛЕКСЕМЫ РЕКЛАМА В РУССКОЙ ЯЗЫКОВОЙ С целью выявления динамики концептуализации лексемы реклама в русской языковой картине мира по сравнению с предыдущим этапом развития (2000–2010 гг.). На основе анализа газетных текстов установлено наличие изменений в концептуализации лексемы реклама; доказан факт появления новых семантических приращений (как отрицательных («оскорбление», «унижение», «назойливость», «агрессия»), так и нейтральных («информативность», «инновационность»)) при сохранении устойчивых положительных концептуализаций («оригинальность», «полезность»); выявлена растущая актуальность понятия «социальная реклама» в связи с появлением все более семантически разноплановых контекстов.
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