Lexical and Stylistic Analysis of Advertising Texts through the Erich Fromm's Philosophy (“To Have or to Be?”) (on the Example of Posts Published in the Official Telegram Channel of Federal Agency for Youth Affairs (“Rosmolodezh”))

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Abstract

This article is dedicated to the lexical and stylistic analysis of advertising texts published in the official Telegram channel of Federal Agency for Youth Affairs («Росмолодежь», hereafter Rosmolodezh), in which Erich Fromm's philosophy is traced. The author identifies the category of advertising texts with such telegram posts that contain advertisements of Rosmolodezh’s projects and elements of social advertising. The author analyzes the lexical and stylistic techniques used by writers who create texts for the social network Telegram to influence the target audience (young people of Russia) through the Fromm's ideas «To Have or to Be?». As a result of the study, the author of the article identifies the main linguistic features used by writers in texts to attract readers’ attention in the advertising message.

General Information

Keywords: advertising text, philosophical approach, Erich Fromm, stylistics, socio-cultural aspects, youth, patriotism

Journal rubric: General and Comparative Historical Linguistics

Article type: scientific article

DOI: https://doi.org/10.17759/langt.2024110101

Acknowledgements. The author is grateful for assistance in data collection to her supervisor Dergacheva I.V.

Received: 01.03.2024

Accepted:

For citation: Astashina M.S. Lexical and Stylistic Analysis of Advertising Texts through the Erich Fromm's Philosophy (“To Have or to Be?”) (on the Example of Posts Published in the Official Telegram Channel of Federal Agency for Youth Affairs (“Rosmolodezh”)) [Elektronnyi resurs]. Âzyk i tekst = Language and Text, 2024. Vol. 11, no. 1, pp. 5–16. DOI: 10.17759/langt.2024110101. (In Russ., аbstr. in Engl.)

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Information About the Authors

Maria S. Astashina, PhD student, lecturer at the Department of Linguodidactics and Intercultural Communication of the Institute of Foreign Languages, Modern Communications and Management, Moscow State University of Psychology & Education, Moscow, Russia, ORCID: https://orcid.org/0000-0002-1673-3271, e-mail: astashinams@mgppu.ru

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