The cultural aspects of ecological non-commercial advertisements in Arabic and Kazakh

Abstract

Non-commercial environmental advertisements is a topical social phenomenon in many countries around the world. Studying its multidimensional aspects is the subject of several disciplines in human sciences. The linguistic analysis of non-commercial advertisements is aimed primarily at studying the verbal component of a polycode (print advertising) or polymodal (video clips) text. The connection of verbal and nonverbal components (images of various types) and codes, such as color and kinesics, is subject to the intention of the creator of the advertisement. One of the approaches of researching these ads is the comparative analysis of the tools used in polycode texts in two or more languages. The purpose of our comparative analysis is the study of polycode text in printed environmental advertisements in Arabic and Kazakh. The hypothesis of the study suggests that there are two kinds of characteristics to this form of advertising: the universal characteristics resulting from the effect of globalization on covering the traditional subjects in environmental advertising, as well as the cultural characteristics of non-commercial advertisements in Arabic and Kazakh. The study showed that the advertising strategy is based on constantly raising the viewer’s awareness about the environmental issues and projects by including culturally specific elements (moral guidelines, ethnic symbols, precedents of national and civilizational levels, colloquial and topographic vocabulary). Universal elements of non-commercial environmental advertisements have become the use of colored fonts, imperatives, paragraph-based means, poster designs.