Synergetic Approach to the Study of the German-Language Text of Agricultural Advertising
DOI:
https://doi.org/10.31548/philolog2021.01.088Abstract
Introduction. A synergetic approach to the study of the German-language text of agricultural advertising is used in the article.
Purpose. Analyze the self-organization of German-language texts of agricultural advertising as a system and to identify the main theses of synergetics that relate to the creation of advertising as a type of text.
Results. The study of the self-organization of linguistic objects is based on the synergetic paradigm, according to which the advertising text, as a linguistic system, is in a state of imbalance and is self-organizing by order parameters under the influence of attractors and repellers. The content of repellers is the language norms and other limitations of the system, while the attractors are the intentions of the author of the text and other extralinguistic factors. Thus, in the text, as a system that is self-organized, the author acts as a co-author of independently constructed systems of attractors and repellers, as well as conventional manifestations of the order parameter.
The advertising text as a self-organized system has goals and limitations for its evolution. Therefore, it is necessary to highlight the purpose of the advertising text and the author's assessment. To achieve these goals of the system, which are called the target attractor, a communicative process is organized: the author - the addressee. The goals, in turn, are specified in the choice of concept, language strategies, author’s codes and style. The openness of the system of advertising texts is manifested in interaction with other systems of other branches of knowledge and is reflected in the use of such vocabulary as neologisms, abbreviations, internationalisms and stylistic means such as metaphor, repetition, epithets, hyperbole, rhyme, allusion and periphrasis.
Found to сonceptospheres of the German-language text of agrarian advertising: genetics (Grüne Gentechnik - genetic technologies in agriculture; Weiße oder Graue Genetechnik - genetics in the food industry, Rote Gentechnik - genetic technologies in medicine), ecology (gewässerschonende Land- bewirtschaftung - care) ), digitization (Smart Farming - smart agriculture), agricultural production (Landnetz - innovation park for agriculture, DigiMilch - digitization of dairy production), selection (Sortenkarussell - variety of varieties).
Originality. It consists in the application of a synergetic approach to the study of advertising texts as a system that self-organizes and the importance of processing the pragmastilistic properties of this type of text in order to study its evolution.
Conclusion. The order parameter in the German-language text of agricultural advertising is division into theta and rheme, which provide the necessary form and rhythm of information presentation. Such polarization provides polarization of text and subtext in the texts of agricultural advertising, that is, a significant difference between the meanings of the text and subtext from the explicit messages in the text.
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