THE ROLE OF PRECEDENT NAMES IN THE PROPAGATION OF ANTIVALUES IN RUSSIAN POLITICAL ADVERTISING TEXTS

Abstract

The paper examines the peculiarities of precedent names as standards and symbols of universal antivalues in Russian political advertising texts. Negative axiological categories are of special importance to the manipulative potential of such texts, and precedent onyms serve as effective means of conveying meanings based on antivalues. The research material includes political advertising texts created during election (presidential and parliamentary) campaigns in Russia in 1991—2018. The main research methods include componential and contextual analyses together with some elements of conceptual and semiotic analyses. Special attention is given to the specific ways of actualizing value-based meanings that are contained in the semantics of proper names as well as in the surrounding context, which involves verbal and non-verbal signs. The notions of “standard” and “symbol” are viewed as separate means of propagating antivalues with the help of precedent names. When they function as standards, the symbols are mostly used connotatively, and ultimate points of evaluation are present. In a symbolic sense, precedent names can be used both denotatively and connotatively and sharply polar assessments have not been observed. The study has shown that precedent onyms in texts of Russian political advertisement contribute to the objectification of the following antivalue-based categories: catastrophe / tragedy, violence, betrayal, instability / chaos, theft, evil, hooliganism, barbarism, immorality, wealth / extravagance, insanity, untruthful fantasies and problems. According to the number of precedent names and their uses, the standards and symbols of tragedy / catastrophe as well as the anti-standard of wealth are of prime importance in the texts under investigation. A special role in propagating antivalues is played by names from the conceptospheres of “Literature”, “Folklore”, and “Mythology and Religion”. The precedent signs with axiological meanings are usually aimed at enhancing the dramatic effect of political advertising messages or at creating vivid and memorable images with the purpose of discrediting political opponents and their views.