LANGUAGE OF SLOGAN: ITS SOCIOLINGUISTIC STRATIFICATION

Abstract

This article discusses the different definitions of the term «lozung» that in the Russian language is borrowed from the German word «die Losung». It is emphasized that the term has maintained its stable semantics since the 30-ies of the XXth century, but extra-linguistic recent change in the life ofRussiahas added some adjustments to its value. The losung turned into the slogan and the slogan – into commercials. It is emphasized that the sociolinguistic peculiarities of the slogan become quite objectively displayed if its social recipient, who the losung is directed at, is taken into consideration. The authors analyzed 133 aphorisms of slogan-type described in the «Big Dictionary of Proverbial Expressions of the Russian Language» (Berkov, Mokienko, Shulezhkova 2008 – 2009). They propose a detailed classification of these slogans based on their orientation at particular recipient. It represents the specific recipients of respective appeals. The authors argue the need for special linguistic research of modern slogan as a special language unit.

Keywords

• proverbial expressions, slogan, promotional reclam, the recipient of the slogan, the lingvistical classification of slogans