THE TITLES FUNCTION IN PERIODICAL PUBLICATIONS
https://doi.org/10.24833/2410-2423-2018-2-14-33-39
Abstract
The article is devoted to the scientific coverage of the periodical nomination problem, where one of the particular tasks is the establishment of the role of the names of newspapers and magazines in the communication process. The latest research problem solved was based on two fundamental provisions. First, the article highlights the antinomical communicative status of the names of newspapers and magazines. In the process of communicative interaction the title of a periodical can be used in isolation from an integral whole of newspaper or magazine text and be relatively independent, i.e. autosemantic. So, the title is used as a self-sufficient sign in the process of verbal or textual communication, when it is necessary to point to a specific media outlet, analyze and evaluate the publication. In the case of direct contact with a newspaper or magazine (in the process of reading, scrolling at the seller) the name appears as an obligatory structural component of an integral sign (the totality of texts forming a newspaper or magazine), and therefore it is not independent, it is synsemantic. Secondly, the type of the title we are researching is syncretic: it is not only the designation of a newspaper or magazine (hemeronym), but it is a commercial name (ergonim). The above circumstances predetermine the polyfunctionality of the object under study.
In the course of the study, the following interrelated functions of the titles of periodicals were identified: nominative, publication individualization, graphic structuring, selective-identifying, potentially predictive, affecting, advertising, creating the information effectiveness of a newspaper or magazine, reducing the risk of incorrect purchases, and aesthetic. Formation of the functional mobility of the title is largely due to the use of visual graphics. Not only the word, but also the design form of the idea of the publication embodied in the external appearance of the title evokes interest of the potential addressee, forms the associative increments set by the publisher and makes the reader select and remember this periodical.
About the Author
L. R. Mukhametzyanova
Kazan Federal University
Russian Federation
Russian Federation
420021, 2 Tatarstan str., Kazan
Mukhametzyanova Liliya Rinatovna – senior lecturer, Kazan Federal University (Kazan, Russia). Spheres of research and professional interest: cultural linguistics, linguoculturology, paragraphemic, onamistics.
References
1. GOST 7.60-2003. Sistema standartov po informatsii, bibliotechnomu i izdatel’skomu delu. Izdaniia. Osnovnye vidy. Terminy i opredeleniia [System of standards on information, library and publishing sciences. Issues. Main types. Terms and definitions.] Available at: https://www.ifap.ru/library/gost/7602003.pdf (accessed 5 February 2018.).
2. Gurevich S.M. Gazeta vchera, segodnia, zavtra [Gurevich S. M. Newspaper yesterday, today, tomorrow]. М.: Aspekt-Press, 2004. Available at: http://evartist.narod.ru/text10/03.htm (accessed 12 May 2018.).
3. Isianov K. R. Lingvisticheskii analiz, tipologiia i lokalizaciia otechestvennykh i inostrannykh kommercheskikh nazvanii: dis. kand. filol. nauk. [Linguistic analysis, typology and localization of domestic and foreign commercial names: cand. philol. sci. diss.]. Ufa, 2012. 152 p.
4. Kara-Murza E.S. Novye vremena – novye imena. Kommercheskoe imia kak ritoricheskaia i marketologicheskaia problema [New times, new names. Commercial name as rhetorical and marketing problem] // M.V. Lomonosov i sovremennye stilistika i ritorika [M. V. Lomonosov and modern stylistics and rhetoric]. M.: Moscow State University, 2008 p. 282-303.
5. Kiselev A.P. O nekotorykh tendentsiiah v sovremennom oformlenii gazet [On some trends in the modern design of Newspapers]. Vestnik Moskovskogo universiteta [Bulletin of Moscow University]. 1968, no. 2 p. 31-37.
6. Muhametzianova L.R., Mardieva L.A. Nazvanie periodicheskogo izdaniia s pozitsii kommunikativnoi real’nosti [The title name of periodical publications in terms of communicative reality]. Filologiia i kul’tura [Philology and culture], 2017, no. 2 (48). p. 92−99.
7. O sredstvakh massovoi informatsii: Zakon Rossiiskoi Federatsii ot 27 dekabria 1991 g. N 2124-1 Rossiiskoi Federatsii [On the Mass Media: Law of the Russian Federation of December 27, 1991 N 2124-1 of the Russian Federation] Available at: http://www.consultant.ru/document/cons_doc_LAW_1511/ (accessed 12 May 2018.).
8. O tovarnykh znakakh, znakakh obsluzhivaniia i naimenovaniia mest proiskhozhdeniia tovarov: Zakon Rossiiskoi Federatsii ot 22 sentiabria 1992 g. № 3520-1 [On trademarks, service marks and appellations of origin: the Law of the Russian Federation of September 22, 1992 No. 3520-1] Available at: http://economy.gov.ru/minec/documents/doc1075107264297 (accessed 5 February 2018.).
9. Rossiiskaia periodicheskaia pechat’. Sostoianie, tendentsii i perspektivy razvitiia: Otraslevoi doklad [ Russian periodicals. Status, Trends and Development Prospects: Industry Report] Federal’noe agentstvo po pechati i massovym kommunikatsiiam. Upravlenie periodicheskoi pechati, knigoizdaniia ipoligrafii; pod obshchei red. V.V. Grigor’eva [Federal Agency for Press and Mass Communications. Management of periodicals, book publishing and polygraphy; under the general ed. V.V. Grigoryev]. M., 2017, 7 p. Available at: http://www.unkniga.ru/images/docs/2017/otr-doklad-ros-period-pechat-2016.compressed.pdf (accessed 13 February 2018.).
10. Superanskaia A.V., Soboleva T.V. Tovarnye znaki [Trademarks]. M.: Nauka, 1986. 176 p.
11. Tulupov V.V. Dizain i reklama v sisteme marketinga rossiiskoi gazety [Design and advertising in the marketing system of the Russian newspaper]. Voronezhskii universitet, 2000. 336 p.
12. Homenko E.A. Strukturno-kompozitsionnye i vizual’no-obraznye sredstva graficheskogo dizaina v gazete: dis. kand. iskusstvovedeniia. [Strukturno-kompozitsionnye i vizual’no-obraznye sredstva graficheskogo dizaina v gazete Structural-compositional and visual-graphic means of graphic design in the newspaper. Cand. art history diss.]. М., 2004. 155 p.
13. Grosse, S. Reklamedeutsch. // Wirkendes Wort 16. 1966. S. 89-104.
14. Klickow, R. Die Synonymik und ihre Verwendung bei der Schaffung von Markennamen. / Der Markenartikel 28., 1966. S. 820- 828.
15. Mardieva L. Pre-existing visual images and phenomena: а linguistic approach //3rd International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM 2016, 24-31 August, 2016, Book 1 Vol. 3. 765-772 pp.
16. Platen, C. Ökonymie. Zur Produktnamen-Linguistik im Europäischen Binnenmarkt. // Beihefte zur Zeitschrift für romanische Philologie. Band 280. Tübingen: Max Niemeyer Verlag, 1997. 243 S.
17. Scharf, A., Schubert, B. Marketing. Stuttgart, 1995.
18. Schmidt, K. Inclusive Branding. Methoden, Strategien und Prozesse ganzheitlicher Markenführung. / München-Unterschleißheim: Luchterhand 17, 2003. 200 S.
19. Sialm-Bossard, V. Sprachliche Untersuchungen zu den Chemiefasernamen / Bern-Frankfurt am Main: Lang, 1975. 350 S.
20. StoII, K.-U. Markennamen. Sprachliche Strukturen, Ähnlichkeit und Verwechselbarkeit. Ein Beitrag zur forensischen Linguistik des Markenrechts. / Peter Lang. Europäischer Verlag der Wissenschaften. Frankfurt am Main-Berlin-Bern-New YorkParis-Wien, 1999. 246 S.
21. Voigt, G. Zur linguistischen Bestimmung des Markennamens. // Hrsg. Kürschner, W. Grammatik, semantik, Textlinguistik. Tübingen, 1985. S. 23-36.
Review
For citations:
Mukhametzyanova L.R. THE TITLES FUNCTION IN PERIODICAL PUBLICATIONS. Linguistics & Polyglot Studies. 2018;2(14):33-39. (In Russ.) https://doi.org/10.24833/2410-2423-2018-2-14-33-39
Views:
677
Email this article 