SEMANTIC TRANSFORMATION OF THE GLOBAL BRANDS IN RUSSIAN MASS MEDIA OF THE POST-SOVIET PERIOD

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Abstract


In this article by global brands we mean the names of companies, goods and services well-known all over the world (Coca-Cola, McDonald's, Disneyland etc.). This popularity helps such names get into the linguistic consciousness of many nations. Having conducted a thorough analysis of global brands’ usage in Russian post-Soviet mass media, we have found out that they often develop figurative attitudinal meanings and lose onomastic status in some contexts. In time global brands turn into the vivid metaphors which depict various aspects of Russian life. Semantic transformations of these names demonstrate the fluctuations of Russian value system which have been registered in recent 25 years.


About the authors

Irina V Kryukova

Volgograd State Socio-Pedagogical University

Author for correspondence.
Email: kryukova-irina@ya.ru
Lenina pr., 27, Volgograd, Russia, 400066

Kryukova Irina Vasilievna, Doctor of Philology, Professor, Professor of the Department of Linguistics at the Volgograd State Social and Pedagogical University; scientific interests: advertising names, toponyms, Russian language styles, rhetoric

References

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