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Main Journal Archive of articles


Number of the journal, №: 2016. № 2

Structure of World Model Formed by Commercial Television Advertising (a case of study of “Pervyy kanal “Eurasia”)

Annotation: The article presents an analysis of an Advertising World Model through a description of spatio-temporal and subject-object characteristics of the World Model, formed by Commercial Television Advertising. For the description of an Advertising World Model, the authors have conducted a content analysis of commercials broadcasted at “Pervyy kanal “Eurasia.”
According to the authors, by impressing specific values, the advertisement thereby promotes a certain
way of life. The authors consider advertising as a means of manipulating the mass consciousness. The paper presents an analysis of manipulation of needs; “spiritual” manipulation – generation of certain ideals and values; intellectual manipulation; feeling manipulation, etc.

Number of the journal, №: 2016. № 1

The image of men and women in the Kazakh advertising

Annotation: This article analyzes the advertising messages, which aims to identify images in the Kazakh advertising and their characteristics on the example of advertising texts. Authors show the characteristics of Kazakh advertising, reflecting the country's cultural identity. The focus of the work is accented on gender stereotypes, characterizing the specific features of promotional images of men and women.

Number of the journal, №: 2015. № 3

Social advertising as a fragment of social and cultural life of the community

Annotation: The scientific article gives definitions of such terms as “public service advertising”, “discourse of public service advertising”. It also includes their descriptions, peculiarities and the sphere of their application. The article defines the goals and objectives of public service advertising, analyzes the classification of social advertising. The scientific article analyzes some scientific works of scholars who studied social advertising as communicative phenomenon, as well as the characteristics of social advertising that reflects society’s culture and its life.


Number of the journal, №: 2014. № 1

The role and importance of the slogan in the Russian, English and German languages

Annotation: The article describes the history of the slogan, linguistic means inherent to slogan in the Russian, English and German languages are studied, as well as general characteristics and differences in the choice of linguistic units when creating slogans are identified.