Neologisms in Polycode Text of Image Advertising: Some Peculiarities of the USE in the Context of Media Sphere

The article considers the problem of neologisms functioning in mass media on the material of image advertising texts. The relevance is determined by the importance of advertising communication as an integral part of modern society, as well as the need to study the peculiarities of compositional structure of polycode texts of image advertising, in particular, correlation of verbal and nonverbal parts of an advertising text involved in the process of influencing an individual to manipulate both the collective behavior and consciousness.
Development of globalization processes, availability of Internet and mass media could not but affect the advertising language having transformed it by introducing neologisms which are used in everyday language but not quite familiar to the majority. Newly coined words can be both Russian derivatives and borrowings. The purpose of the research is to study some peculiarities of neologisms usage in polycode texts of image advertising as well as to define a system forming factor in the structure of verbal/nonverbal that influences formation of an advertising objects image in an individual lexicon. The objectives of the study are to consider the notion of image, image advertising and its structural and compositional features along with the analysis of cognitive-psychological influence of images formed by neologisms combined with iconic signs on an individual.
The need in reasoned influence on the individual when advertising has led to hybridization of the advertising text which became a complex and integrated textual entity with the integration of verbal and non-verbal elements.
The analysis of image advertising language material showed that neologisms when correlating with other verbal and visual/graphic elements develop and/or adapt associative connections and internal images behind the image in an individual lexicon

1. Rashkoff D. Mediavirus [Media virus]. Moscow, Ul'trakul'tura Publ., 2.0, 2011. 394 p.

2. Tol'ko 53% rossiyan doveryayut reklame – Nielsen [Only 53% of Russians trust advertising – Nielsen], 2021. (In Russ.) Available at: https://adindex.ru/news/researches/2021/12/21/301005.phtml?ysclid=lhysgxkwhp865651237 (accessed 15.05.2023).

3. Rossiiskii rynok reklamy prevysit dokrizisnye pokazateli v 2021 godu – GroupM [Russian advertising market to exceed pre-crisis levels in 2021 – GroupM], 2021. Available at: https://adindex.ru/news/researches/2021/06/4/294909.phtml (accessed 15.05.2023).

4. Einshtein M. Reklama pod prikrytiem. Nativnaya reklama, kontent-marketing i tainyi mir prodvizheniya v internete; per. s ang. T. Mamedova. [Black ops advertising. Native ads, content marketing, and the covert world of the digital sell]. Moscow, Al'pina Pablisher Publ., 2017. 299 p. (In Russ.)

5. Annenkova A.V. Rechevoe vozdeistvie imidzhevoi reklamy: nekotorye lingvisticheskie osobennosti reklamnogo teksta [Linguistic Manipulation of Image Advertising: Some Linguistic Characteristics of Advertising Text]. Izvestiya Yugo-Zapadnogo gosudarstvennogo universiteta. Seriya: Lingvistika i pedagogika = Proceedings of the Southwest State University. Series: Linguistics and Pedagogics, 2022, vol. 12, no. 2. pp. 124-141.

6. Annenkova A.V. Osobennosti yazyka imidzhevoy reklamy [Peculiarities of image promotion language]. Teoriya yazyka i mezhkul'turnaya kommunikatsiya = Theory of Language and Intercultural Communication, 2016, no. 1(20), pp. 1-9.

7. Vlasenko N.I. Sposoby vyrazheniya ekspressivnykh vyskazyvanii v epistolyarnom zhanre [Ways to express expressive statements in correspondence]. Izvestiya Yugo-Zapadnogo gosudarstvennogo universiteta. Seriya: Lingvistika i pedagogika = Proceedings of the Southwest State University. Series: Linguistics and Pedagogics, 2020, vol. 10, no. 3, pp. 160-169.

8. Vlasenko N.I., Naumov E.V. Sposoby i formy vyrazheniya kommunikativnoi tseli assertivov v angloyazychnoi perepiske [Methods and forms of expression the communicative aim of assertives in english-speaking correspondence]. Izvestiya Yugo-Zapadnogo gosudarstvennogo universiteta. Seriya: Lingvistika i pedagogika = Proceedings of the Southwest State University. Series: Linguistics and Pedagogics, 2015, no. 1(14), pp. 44-49.

9. Kremneva A.V. Chuvstvennye osnovaniya znacheniya slova [Sensory basis of word meaning]. Yazyk, kommunikatsiya i sotsial'naya sreda = Language, Communication and Social Environment, 2007, no. 5, pp. 144-151.

10. Andreeva O.A. [Text as “THESIS” from ancient to modern times]. Yazyk dlya spetsial'nykh tselei: sistema, funktsii, sreda. Sbornik nauchnykh statei VI Mezhdunarodnoi nauchno-prakticheskoi konferentsii [Language or specific purposes: system, function, environment. Collection of scientific articles of the VI international scientific and practical conference]. Kursk, 2016, pp. 22-28 (In Russ.).

11. Sorokoletova A.V. [Formation of linguocultural competence in relation to the language environment]. Yazyk dlya spetsial'nykh tselei: sistema, funktsii, sreda. Sbornik nauchnykh statei VIII Mezhdunarodnoi nauchno-prakticheskoi konferentsii [Language or specific purposes: system, function, environment. Collection of scientific articles of the VIII international scientific and practical conference]. Kursk, 2020, pp. 382-390. (In Russ.).

12. Bayankina E.G. Diskursivnaya rol' atributivnogo slovosochetaniya [The role of an atrributive phrase in discourse formation]. Izvestiya Yugo-Zapadnogo gosudarstvennogo universiteta. Seriya: Lingvistika i pedagogika = Proceedings of the Southwest State University. Series: Linguistics and Pedagogics, 2013, no. 4(49), pp. 233-239.

13. Bayankina E.G., Levin A.I., Levina L.V. Vospriyatie inoyazychnogo teksta nauchnogo i nauchno-populyarnogo kharaktera v usloviyakh informatizatsii obshchestva [Perception of foreign-language scientific and popular science texts in the conditions of society's informatization]. Izvestiya Kurskogo gosudarstvennogo tekhnicheskogo universiteta = Proceedings of Kursk State Technical University, 2003, no. 2(11), pp. 161-163.

14. Annenkova A.V. Spetsifika funktsionirovaniya obrazov imidzhevoy reklamy v individual'nom leksikone (eksperimental'noe issledovanie). Diss. kand. filol. nauk [Perception peculiarities of image advertising texts in individual lexicon (experimental research). Cand. of Sci. Philol. diss.]. Tver, 2018. 229 p.

15. Zubkova O.S., Annenkova A.V. Spetsifika funktsionirovaniya obrazov imidzhevoy reklamy v individual'nom leksikone [Perception peculiarities of image advertising texts in individual lexicon]. Kursk, 2017. 242 p.

16. Maksimenko O.I., Podrjadkova V.V. Polikodovyj muzykal'nyj pojeticheskij diskurs [Polycode musical poetic discourse]. Vestnik RUDN. Serija Teorija jazyka. Semiotika. Semantika = RUDN Journal of Language Studies, Semiotics and Semantics, 2013, no. 4. pp. 27-36.

17. Anisimova E.E. Lingvistika teksta i mezhkul'turnaja kommunikacija (na materiale kreolizovannyh tekstov) [Text linguistics and intercultural communication (on the material of creolised texts)]. Moscow, Akademija Publ., 2003. 128 p.

18. Krasnojarova D.K. Jazyk reklamy v prostranstve novyh media [Advertising language in the space of new media]. Omskij nauchnyj vestnik = Omsk Scientific Bulletin, 2013, no. 5(122), pp. 254-257.

19. Kubrjakova E.S. K opredeleniju ponjatija imidzha [To the definition of the notion "image"]. Voprosy kognitivnoj lingvistiki = Issues of Cognitive Linguistics, 2008, no. 1, pp. 5-11.

20. Zubkova O.S. Metafora v professional'noj semiotike [Metaphor in professional semiotics]. Kursk, 2011. 334 p.

21. Tel'minov G.N. Internet-reklama kak vid kreolizovannogo teksta [Internet advertisement as a type of creolized text]. Filologija. Iskusstvovedenie. Vestnik Nizhegorodskogo universiteta im. N.I. Lobachevskogo = Vestnik of Lobachevsky University of Nizhni Novgorod. Philological sciences, 2009, no. 5, pp. 300-304.

22. Annenkova A.V. Spetsifika konteksta imidzhevoy reklamy [Specific features of image promotion context]. Teoriya yazyka i mezhkul'turnaya kommunikatsiya = Theory of Language and Intercultural Communication, 2014, no 2(16), pp. 9-14.

23. Egorova V.I. [Image in language]. Yazyk dlya spetsial'nykh tselei: sistema, funktsii, sreda. Sbornik nauchnykh statei VII Mezhdunarodnoi nauchno-prakticheskoi konferentsii [Language or specific purposes: system, function, environment. Collection of scientific articles of the VII international scientific and practical conference]. Kursk, 2018, pp. 60-69 (In Russ.).

24. Egorova V.I. [Virtual image]. Yazyk dlya spetsial'nykh tselei: sistema, funktsii, sreda. Sbornik nauchnykh statei VI Mezhdunarodnoi nauchno-prakticheskoi konferentsii [Language or specific purposes: system, function, environment. Collection of scientific articles of the VI international scientific and practical conference]. Kursk, 2016, pp. 113-118 (In Russ.).

25. Kara-Murza E.S. [Russian language in advertising]. Gramota.Ru, 2000. Available at: http://gramota.ru/biblio/magazines/gramota/28_9?ysclid=lhz0i5q52d183160544 (accessed 22.05.2023).

26. Fedorova K.I., Saburova N.V., Nikolaeva S.V. Realizacija rechevoj agressii: strategija diskreditacii i strategija manipulirovanija v anglojazychnyh SMI [Implementation of Speech of Aggression: Strategies of Discredit and Manipulation in the English Language Media]. Vestnik Severo-Vostochnogo federal'nogo universiteta im. M.K. Ammosova = Vestnik of the M.K. Ammosov North-Eastern Federal University, 2016, no. 5(55), pp. 154-166.

27. Kotelova N.Z. Pervyj opyt leksikograficheskogo opisanija russkih neologizmov. Novye slova i slovari novyh slov [The first experience of lexicographical description of Russian neologisms. New words and dictionaries of new words]. Leningrad, Nauka Publ., 1988. 223 p.

28. Klement'eva A.A. Neologizmy v publicisticheskom diskurse o virtual'noj real'nosti [Neologisms in the social-political discourse on virtual reality]. Mir nauki, kul'tury, obrazovanija = The World of Science, Culture and Education, 2023, no. 2 (99), pp. 512-515. https://doi.org/10.24412/1991-5497-2023-299-512-515

29. Petrukhina E.V. Obrazovanie novykh slov v russkom yazyke: teoreticheskie aspekty i kognitivno-diskursivnyi analiz [Formation of new words in the Russian language: theoretical aspects and discourse analysis]. Slavische Wortbildung im Vergleich: Theoretische und pragmatische Aspekte. Swetlana Mengel (Hrsg.), Series Reihe Slavica varia Halensia. LIT Münster, 2014, pp. 417-435.

30. Annenkova A.V., Afonin M.V. [Some specific features of the language used by Generation Z]. Yazyk dlya spetsial'nykh tselei: sistema, funktsii, sreda. Sbornik nauchnykh statei VIII Mezhdunarodnoi nauchno-prakticheskoi konferentsii [Language or specific purposes: system, function, environment. Collection of scientific articles of the VIII international scientific and practical conference]. Kursk, 2020, pp. 27-37 (In Russ.).

31. Tanygina E.A. Soznanie i tsvet [Consciousness and colour]. Kursk, 2019. 204 p.

32. Tanygina E.A. Problema izucheniya yazykovogo soznaniya v lingvistike [The problem of the language consciousness study in modern linguistics]. Yazyk dlya spetsial'nykh tselei: sistema, funktsii, sreda. Sbornik nauchnykh statei VIII Mezhdunarodnoi nauchno-prakticheskoi konferentsii [Language or specific purposes: system, function, environment. Collection of scientific articles of the VIII international scientific and practical conference]. Kursk, 2020, pp. 397-404 (In Russ.).

33. Kholodnaya M.A. Psikhologiya intellekta: paradoksy issledovaniya [The psychology of intelligence: the paradoxes of research]. St. Petersburg, Piter Publ., 2002. 264 p.

34. Vakulova E.N. [Expansion in latin texts as a violation of the Russian-speaking linguistic ecology]. Russkii yazyk v yazykovom i kul'turnom prostranstve Evropy i mira: Chelovek. Soznanie. Kommu- nikatsiya. Internet. Sbornik statei IV Mezhdunarodnoi nauchnoy konferentsii [Russian language in the linguistic and cultural space of Europe and the world: Man. Consciousness. Communication. The internet. Collection of articles of the IV international scientific conference]. Warsaw, Uniwersytet Warszawski Publ., 2008, pp. 48-49 (In Russ.)

35. Rubtsova N.V., Zaichko A.A. Vsplyvayushchie okna v veb-reklamirovanii: razdrazhayushchii faktor ili sposob effektivnogo vozdeistviya na potrebitelei? [Pop-up in web-advertising: annoying factor or method of effective impact on consumers?]. Azimut nauchnykh issledovanii: pedagogika i psikhologiya = Azimuth of Scientific Research: Pedagogy and Psychology, 2021, no. 1(34). pp. 352-354.

36. Petrukhina E.V. Rasshirenie kontseptosfery russkogo yazyka i kognitivnoe var'irovanie pri obrazovanii novykh slov [Expansion of russian conceptual scope and cognitive variation while forming new words]. Kognitivnye issledovaniya yazyka = Scientific series “Cognitive studies of language”, 2014, no. 19, pp. 103-115.