Вестник Самарского университета: История, педагогика, филология (Apr 2022)
Samara identity in the mirror of advertising and commercial names
Abstract
The purpose of our research is to identify ways of translating the Samara identity in the system of verbal sign complexes of commercial objects based on the use of the semiotic method. The main object of study is the proper names of shops, cafes, restaurants, salons, industrial and cultural facilities presented in Samara outdoor advertising, as well as brand names whose textual designations include brand identifiers of the territory – iconic names that serve as connotative regional components and provide a mental link with the image of a regional brand. Our research confirms the hypothesis that the Samara identity is built on the basis of a cultural code based on territorial certainty. The key verbal signs represented in the commercial discourse of urban space and forming the identity of the territory in the minds of citizens are toponyms: Samara, Zhiguli, Volga. These brand symbols not only demonstrate a direct toponymic link to the region, but mainly play the role of priority symbols of regional identity as part of numerous conventionally symbolic advertising and commercial names. Based on our research, it is possible to solve the problem of constructing the basic structure of the figurative-mental map of Samara identity on the basis of three key toponyms – symbols of the territorial brand. The spheres of numerous ergonyms and pragmatonyms are formed around each of these symbols, which are widely represented in the advertising and information environment of urban space, have visual contact with the residents of the agglomeration and have a direct impact on the formation of urban identity. Our study is relevant because it allows us to consider the key symbols of urban identity identified by us as material representatives of the symbolic capital of a territorial brand. The central markers of the figurative-mental map of the city perform the function of a verbal semiotic tool – a translator of urban identity, the active use of which in the advertising and commercial discourse of the city of Samara confirms a sufficiently high level of self-awareness of the citizens.
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