title: “Give beer to the people” (about alcoholic beverages market in the Soviet advertisement: linguocultural aspect)
metadata.name: dc.contributor.author
metadata.value: Kravcova, Ludmila P.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2019-05-29T09:31:20Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2019-05-29T09:31:20Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2018-12
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Kravсova, L. P. (2018). “Give beer to the people” (about alcoholic beverages market in the Soviet advertisement: linguocultural aspect). Media Linguistics, 5 (4), 424–435.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: 10.21638/spbu22.2018.403
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/15575
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The object of this article is the Soviet advertisement of the certain period — the period of
  the advertisement poster, which allows comparing it with the pre-revolutionary advertisement
  with regard to the purpose and factual influence as the main function of advertisement.
  Advertisement poster is creolized (multimodal) text, which is composed of visual and textual
  elements. Therefore, the article analyses the extralinguistic factors, which caused an uprise
  of advertisement in the society with no competition in combination with a description of
  the representative and verbal components. The exceptional interest in this article lies in the
  advertisement of the beer market. The reason of such attention to the advertisement of beer is
  stipulated by a complete government monopoly on producing goods in the USSR, but the beer
  market was distinguished by a variety of manufacturers of beer in one or another way demonstrating
  the special qualities of their product, that remotely resembled a competitive market.
  The article describes both differences of Soviet and pre-revolutionary advertisement of beer
  and a kind of continuity of images, names and linguistis forms, that may be an indicator of
  the national identity of the advertising industry. Soviet advertisement of beer and other food
  products was both educational and ideological. Unlike pre-revolutionary advertisement, it appealed
  to the conscious structures of the mentality (it was rational), while pre-revolutionary
  advertisement created an attractive image of the product (it was atmospheric).
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: Soviet beer advertisement
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: pre-revolutionary beer advertisement
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: functions of soviet advertisement
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: multimodal text of advertisement
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: atmospheric and rational advertisement
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: “Give beer to the people” (about alcoholic beverages market in the Soviet advertisement: linguocultural aspect)
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 03-Kravtsova.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/15575/1/03-Kravtsova.pdf
resources.format: Adobe PDF
resources.size: 1,3 MB