Semiotics of Vaccination Adver-tising in Media Discourse

The aim of the article is to analyze the verbal and visual means in advertising COVID-19 vaccination. The task is to examine the peculiarities of semiotics in vaccination advertising based on campaigns from different countries around the world, identify successful advertising strategies, and discover the reasons for communicative failures. The study analyzes the techniques of combining visual and verbal narratives in creolized advertising texts. It emphasizes that it is the visual narrative that appeals to the subconscious, which often contributes to the recipient’s necessary post-communicative action. The article examines the tactics of argumentation used in vaccination advertising (including appeals to authority, values such as health, love, freedom, etc.), studies the semiotics of the visual elements involved in argumentation. The article also analyzes the semiotics of color signals in advertising discourse, revealing their influence on the recipient’s subconscious. Examples of using semantic signs taken from other semantic domains, such as election campaigns and road sign systems, are separately considered in vaccination campaigns. The creativity of these techniques is noted, but the danger of visual disconnect with slogans and communicative failure is also indicated. The conclusion is drawn that advertising appealing to positive feelings of social responsibility, comfort, and well-being is more effective than advertising using threat-based argumentation

Semantic and Pragmatic Characteristics of Pharmacy Ergonyms in Sweden and Great Britain

Semantic and pragmatic characteristics of pharmacy ergonyms in Sweden and Great Britain. The analysis o the functioning of ergonyms in the onomastic space of different linguistic cultures is aimed at clarifying the idea of nominative processes in ergonyms. The material of the study was the names of pharmacies obtained by the method of continuous sampling from open sources (about 100 units). As a result of the study, semantic groups of ergonyms were identified, trends in their nomination were specified, and pragmatic characteristics were determined. It has been established that the leading trends in the nomination of pharmacies in Sweden and the UK are conservatism and symbolization. In the Swedish onomasticon, nominations containing zoonyms are the predominant type of pharmacy ergonyms (this is a tradition of naming pharmacies that has historically developed in this region), while the formation of names of pharmacies based on toponyms and anthroponyms is more typical for the UK. It is noted that for both linguistic cultures, the use of lexemes with a positive evaluative connotation in pharmacy ergonyms is typical. The common semantic feature of pharmaceutical ergonyms in Sweden and Great Britain is the creation of associative links with ideas about nature, naturalness, environmental safety, the signs of which are, in particular, green color, images of animals or plants