UDC

81ʼ42

DOI

10.37482/2687-1505-V420

Authors

Olga P. Kasymova*
Dr. Sci. (Philol.), Assoc. Prof., Prof. at the Department of Language Theory and Teaching Methods, Ufa University of Science and Technology (address: ul. Zaki Validi 32, Ufa, 450076, Russia).
e-mail: olgakasymova@yandex.ru*, ORCID: https://orcid.org/0009-0002-9317-6349

Anna S. Leonova
Postgraduate Student, Department of Modern Russian Linguistics, Ufa University of Science and Technology (address: ul. Zaki Validi 32, Ufa, 450076, Russia).
e-mail: anna-leonova93@rambler.ru, ORCID: https://orcid.org/0009-0005-6081-9362

Abstract

The purpose of this article is a systematic description of the core lexemes of the Russian concepts of prazdnik (‘holiday’) and budni (‘everyday life’) based on the material of advertising microtexts that have not been previously studied in this aspect. A comparative linguistic analysis of the meaning and functioning of these core lexemes allowed us to identify common and specific features in their semantic structure. Texts of modern media advertisements that incorporate the concepts in question were chosen as the object of this research, while core lexemes (excluding the periphery, i.e. synonyms, phraseological units and associations), as the subject. The material was selected from regional advertisements and videos of recent years using the continuous sampling method. When working with the materials, the authors applied the methods of component, correlation, and contextual analysis, as well as the corpus method. The general function of the concepts under study in the analysed texts is to promote goods and services. The word prazdnik means a non-working day as well as a happy, joyous day on which important, pleasant events take place. The word budni carries the opposite meaning, i.e. monotonous, dull everyday life. In the context of advertising, the word prazdnik has an additional sense: a product that is purchased or organized; discounts are called prazdnik, as well as various important events in life. The word budni, on the contrary, has not developed any additional meanings; it is less functional compared to the word prazdnik and acts as a trigger designed to evoke associations opposite to prazdnik in order to emphasize the contrast between budni and prazdnik and its synonyms.

Keywords

concept of holiday, concept of everyday life, core lexeme, advertising media discourse, media advertising, advertising microtexts

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