The Functioning of Precedent Phenomena of Soviet Origin in English-Language Mass-Communication

Abstract

The article considers the technologies and mechanisms of creating a polycode English text of advertising nature by including precedent phenomena of Soviet origin. The aim of the work is to analyze precedent anthroponyms of Soviet origin in English-language polycode texts from the axiological, pragmatic and linguistic points of view and from the standpoint of text organization. The article demonstrates specifics of verbal and non-verbal elements involved in the creation of polycode texts in various genres of commercial advertising of consumer goods and political advertising / anti-advertising (political poster). The material is two English polycode texts with precedent images of Soviet origin. Technique of complex analysis of a polycode text with a precedent component on the example of two texts is demonstrated. The research emphasizes functions of including a precedent image of Soviet origin in a polycode text intended for a mass audience. The axiological semantics of lowness and irony is noted due to an extremely critical attitude towards the communist ideology. The conclusion is made about the specifics of the use of images of Soviet origin in the texts of different discourses. In an advertising polycode text, precedents make it possible to draw attention to the product (attractive function) and instill the idea of the product being available to the masses (signaling function). At the same time, there is a depreciation of cult ideologemes in the Soviet era, the reduction of communist symbols to images of the gastronomic sphere. In a political poster, the presence of precedent “Sovietisms” and ideologemes serves as a means of forming an ideological context for a politician (signaling function) and expressing a certain evaluatively charged attitude towards a politician (axiological function). The mechanisms of formation of polycode texts are determined with the inclusion of precedent phenomena of Soviet origin, due to the specifics of their functioning in various spheres of mass- communication.

Keywords

• mass communication
• precedent phenomenon
• precedent image
• commercial advertising
• political advertising
• political anti-advertising
• political poster
• english-language polycode text
• polytonym