OUTDOOR ADVERTISING IN A LARGE INDUSTRIAL CITY: THE CONTENT AND PERCEPTION

The article presents analysis of outdoor advertising in a large industrial city (through the example of Perm) in terms of the content and perception. It has been found that 88,8 % of outdoor advertising is commercial, 11,2 % belongs to social advertising. More than 70 % of social advertising is aimed at the prevention of drug addiction and AIDS. About 30 % aims to promote a healthy lifestyle, charity, patriotism, road safety, etc. Sellers of household appliances, furniture, clothing and food (these being the basic needs of an average resident of a metropolis), as well as companies providing telecommunication and banking services are the most aggressive in the area of commercial advertising (more than 80 % of advertisements). As the analysis shows, outdoor advertising campaigns in the sphere of social advertising in most cases receive negative assessment from citizens. The hypothesis was put forward that the mechanisms underlying perception of social advertising (by analogy with commercial advertising) are identification and self-image. Aggressive strategies in presenting information cause an individual’s rejection since he/she does not want to identify themselves with negative characters from social advertising. A series of surveys was conducted to identify evaluations of social advertising by residents of the metropolis. 72 % of the respondents attribute the content of advertising to themselves and 85 % of the respondents assess advertising positively if the information is presented in the context of positive communication strategies. The data obtained are consistent with the characteristics of advertising activities in psychology

Covid-19 anti-proverbs in russian

In the article, the authors analyze Russian anti-proverbs about COVID-19 that became popular on the internet during the pandemic. The anti-proverbs under study describe the most important parts of people’s lives that were changed during the pandemic: the new disease, life in quarantine, working in quarantine, and fighting with the disease. These five spheres allowed dividing all the anti-proverbs into five semantic modules bearing the same names. The substitutes in the anti-proverbs are semantically related to the four semantic fields: disease, health, work and internet. The theoretical ground for the study of anti-proverbs is based on the idea that they are syntactically independent units that express certain wisdom and are used as means of language play. They produce an emotional impact on people and thus become a tool for influencing social opinion. The mechanisms of the creation of the anti-proverbs are studied in the article and the most widely used mechanisms are revealed

Onomatopoeia in representing the semantics of love, affection, and gender relations

The paper describes the sound symbolic nature of linguistic units with the semantics of love, affection, gender relations in German and Russian. It is known that onomatopoeic words with the semantics of blow, the physiological sound of the body and the sounds of speech in German and Russian languages regularly form associated with love, affection, and gender relations. In most cases, this type of semantics is expressed by combination of plosives and sonorants sounds, and also vibrants. Inter-relation between sound and meaning, as well as the soundiconic functions of phonotypes is clarified: voiceless fricative sounds – reflection of pejorativeness, less often – femininity (dearness and softness); explosive and vibrant sounds – reflection of strong feelings, pressure, perseverance, aggressiveness in a relationship