title: Lexeme “luchshee” (the best) in modern advertising: linguistic forensic examinations
metadata.name: dc.contributor.author
metadata.value: Kozlovskaya, Natalia V.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Kuznetsova, Irina E.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2019-12-04T11:14:26Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2019-12-04T11:14:26Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2019-06
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Kozlovskaya, N. V., Kuznetsova, I. Е. (2019). Lexeme “luchshee” (the best) in modern advertising: linguistic forensic examinations. Media Linguistics, 6(2), 251–262.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/spbu22.2019.209
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/16721
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The article is dedicated to the Russian word “luchshee” (the best) as an object of linguistic
  forensic examinations. The formal interpretation of a number of specific provisions of the
  Federal Law “On advertising” determines the conflict potential of texts that implement the
  strategy of advantages of goods or trademarks or commercial offers over others. The Russian
  word “luchshee” (the best) in the advertising discourse is traditionally considered as
  a direct indication of the competitive advantages of the product or trademark. The article
  attempts to prove the thesis that the semantic content of the Russian word “luchshee” (the
  best) in advertising does not imply a strictly mandatory reference to the product characteristics
  and competitive advantages of the characterized object. As a material of the study, real
  expert cases are used, in which the linguist is tasked to give answers to questions about the
  semantic content of the text, including the Russian word “luchshee” (the best). Functional
  and semantic characteristics of the lexeme are different (comparative, superlative, substantive).
  Since the Russian word “luchshee” (the best) reflects the speaker’s subjective attitude,
  use of superlative does not imply a mandatory comparison of the object with other similar
  objects. The use of the evaluative word form of the substantive is explained by the tendency
  of speech expressivisation and hyperbolization, which are an important characteristic of a
  modern advertising text. It is necessary to take into account the factor of contextual conditionality
  of the meaning of the Russian word “luchshee” (the best), as well as its syntagmatic
  environment. The combination of the Russian word “luchshee” (the best) with the word
  in a figurative sense eliminates the speech strategy of the advantage of one object over the
  others.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Media Linguistics;Volume 6; Issue 2
metadata.lang: -
metadata.name: dc.subject
metadata.value: comparative
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: superlative
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: substantive
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: speech advantage strategy
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Lexeme “luchshee” (the best) in modern advertising: linguistic forensic examinations
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 251-262.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/16721/1/251-262.pdf
resources.format: Adobe PDF
resources.size: 696,15 kB