title: Ethnocultural marker in the Russian companies logos as a stimulus factor for the audience
metadata.name: dc.contributor.author
metadata.value: Romanova, Tatiana P.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2019-05-29T09:45:57Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2019-05-29T09:45:57Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2018-12
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Romanova, T. P. (2018). Ethnocultural marker in the Russian companies logos as a stimulus factor for the audience. Media Linguistics, 5 (4), 521–533.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: 10.21638/spbu22.2018.410
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/15582
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The article deals with verbal and visual components of the modern Russian companies logos
  that form an association with the concept of Russia, primarily by including the key lexemes
  “Russia”, “Rus”, “Russian”. The updating of the ethno-cultural marker in the logos is an advertising
  incentive for the Russian addressee, as well as for foreign tourists and nostalgic emigrants
  from Russia. The analyzed logos are considered as creolized advertising microtexts,
  the components of which mark the cultural space of Russia in different ways. As part of the
  integrated logo complexes, stereotypical ways of expressing Russian national and cultural
  identity are revealed. Examines the key words with the root rus/ros creating ethno-labeled connotation. The components of the visual series supporting and developing this concept are
  analyzed. It is noted that in this segment dominated by the font, stylized old handwritten
  Cyrillic, clearly correlates the object of advertising with traditional Russian culture. The color
  design of the font and the background of the logo, which also reflects the old Russian traditions,
  according to which the “lightful” color scheme prevails and the red color dominates, is
  studied. The logos reveal images of precedent realities typical for the ancient Russian national
  and cultural tradition, including the domes of the Orthodox Church, ornaments, amulets and
  attributes of old Russian clothing, natural symbols and images of folklore and mythological
  characters. Thus, the close connection of ethno-cultural symbols used in the composition of
  modern commercial logos with the historical roots of Russian national culture is revealed.
  Our semiotic analysis of ethno-labeled advertising complexes of polycode character allows us
  to identify the most frequent markers of Russian national and cultural identity used in them
  and to draw a conclusion about a set of autostereotype representations of Russians about their
  country.
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 5, no. 4
metadata.lang: -
metadata.name: dc.subject
metadata.value: language of advertising
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: ethnoconnotation
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: logotype
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: the stereotypes of Russian culture
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Ethnocultural marker in the Russian companies logos as a stimulus factor for the audience
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 10-Romanova.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/15582/1/10-Romanova.pdf
resources.format: Adobe PDF
resources.size: 627,17 kB