Precedent Names of Historical Figures and Realities in Polycode Video Texts of Russian and French Political Advertising: Communicative and Pragmatic Aspect

Abstract

The article is devoted to precedent proper names in the composition of political promotional videos / video texts that have a polycode and dynamic character. The study is based on video texts of political advertising distributed during the presidential elections in France in 2017 and in Russia in 2018. The results of the comparative analysis of communicative strategies and tactics involving French and Russian precedent names from the conceptual category “Historical figures and realities” in the broadcast of political messages are presented. Particular attention is paid to the specifics of the interaction of precedent proper names with nonverbal context. The role of the case-signs in the realization of the impact of communicative functions and the transfer of current political meanings in policode advertising works are clarified. As a result of comparative observations, some trends in the use of case names in political videos of two countries are revealed. It is established that the precedent names of historical figures and realities in Russian video texts are characterized by a greater variety than similar language units in French video clips. It is noted that the considered precedent names in French videos serve exclusively for the implementation of the communicative strategy of self-presentation, while in Russian video clips precedent signs are used in the framework of strategies of self-presentation and discredit.

Keywords

• case
• case name
• case-sign
• political advertising
• political video clip
• political video
• polycode text
• videotext