On the Issue of Systematization of Modern Terminology of Advertising and Public Relations
https://doi.org/10.32603/2412-8562-2023-9-6-173-183
Abstract
Introduction. The dynamic development and diversification of the modern public sphere, especially in the conditions of total digitalization and mediatization, requires modern scientific reflection.The article proposes the principles of classification of the system of terms of advertising and public relations. The purpose of the article is to demonstrate the operationality of using a nested method of lexicographic fixation of advertising and public relations terms based on the classical model of G. Lasswell's communication of concepts.
Methodology and sources. The problems of lexicography of terms of the communication sphere (journalism, applied communications, media communications) have their own scientific reflection. The article proposes a model of a modern dictionary of advertising and public relations, where the components of the G. Lasswell model form the basis of the nest principle.
Results and discussion. The article suggests the main nests (conceptual and terminological fields) of the dictionary of advertising and public relations: basic; communication subjects; communication objects; communication tools (traditional and new); communication technologies; communication results; communication product. The analysis of the composition of dictionary nests made it possible to identify dichotomies as classifying features of dictionary terms: according to the original scientific discipline; according to the use in the thematic field; according to etymology; according to the writing of borrowings; according to the structure; according to the productivity of the word-formation model.
Conclusion. Description and classification of the terminology of advertising and public relations revealed a number of problems of describing the terms of new social practices and scientific disciplines: the boundaries of the subject of research; the principles of selection of sources, the specifics of lexicographic processing (from the dictionary to the glossary and dictionary). The work on the dictionary may in the future provide material for discussing a number of linguistic tasks proper.
About the Author
A. D. Krivonosov
Saint Petersburg State Economic University
Russian Federation
Russian Federation
Alexey D. Krivonosov – Dr. Sci. (Philology, 2002), Professor (2006), Head of the Department of Communication Technologies and Public Relations
30-32 Griboyedov Canal emb., letter A, St Petersburg 199023, Russia
References
1. Krivonosov, A.D. and Danilova, N.I. (2020), Istoriya reklamy i svyazej s obshchestvennost'yu [History of advertising and public relations], Izd-vo SPbGEU, SPb., RUS.
2. Rubert, I.B. and Krivonosov, A.D. (2015), “Socio-pragmatic and linguistic aspects of term formation (illustrated term denoting the subject-object sphere of PR)”, Izvestiâ Sankt-Peterburgskogo gosudarstvennogo èkonomičeskogo universiteta, no. 1 (91), pp. 108–113.
3. Shcherbakova, E.V. (2005), “The subject area of “Public relations” in the terminographic aspect”, Can. Sci. (Philology) Thesis, IvGU, Ivanovo, RUS.
4. Nechaeva, E.A. (2016), “Linguistic and stylistic features of PR terminology: pragmatic, phoneticspelling, lexical-grammatical, linguocultural aspects”, Can. Sci. (Philology) Thesis, IGKhTU, Ivanovo, RUS.
5. Chashchina, I.I. (2012), “A comprehensive study of English-language terminology “Public Relations””, Abstract of Can. Sci. (Philology) dissertation, OmGTU, Omsk, RUS.
6. Andrianova, N.A. (2012), “Terminology of event marketing (based on the terminology of Event systems/Special Event)”, Abstract of Can. Sci. (Philology) dissertation, SPbGUEF, SPb., RUS.
7. Klochko, K.A. and Lashova, S.N. (2015), “On the changeability of terminology in the sphere of advertising and PR”, Historical and Social Educational Ideas, vol. 7, no. 6, part 2, pp. 173–175. DOI: 10.17748/2075-9908-2015-7-6/2-173-175.
8. Kiuru, K.V. and Krivonosov, A.D. (2018), “Dynamic changes in the terminology of PR”, PR theory in Russia. Part 7: trends & drivers, SPbGEU, SPb., RUS, pp. 25–31.
9. Azarova, L.V. and Achkasova, V.A. (2018), “Evolution of basic terminology of Public relations: current approaches”, PR theory in Russia. Part 7: trends & drivers, SPbGEU, SPb., RUS, pp. 5–8.
10. Valitov, N.R., Pautov, A.D. and Pushkarevа, L.G. (2018), “Studying terminology on the example of advertising and public relations”, The Science of Person: Humanitarian Researches, no. 3 (33), pp. 42– 48. DOI: 10.1738/issn1998-30.018.33.4.
11. Sergienko, P.I. (2018), “On the terms of subject area ‘public relations’ (a case study of the english language)”, Moscow State Univ. Bulletin. Ser. 19. Linguistics and Intercultural Communication, no. 3, pp. 58–69.
12. Chesanov, A.A. (1996), Reklama v Rossii i za rubezhom [Advertising in Russia and abroad: Textbook], SPbGU, SPb., RUS.
13. Ivanova, K.A. (1998), English-Russian dictionary of advertising and public relations, Polytechnic, Moscow, RUS.
14. Guntare, M. (2005), Tolkovyj slovar' dlya PR-menedzherov [Explanatory dictionary for PR managers], Baltiiskii russkii in-t, Riga, LAT.
15. Radchenko, I.A. (2007), Uchebnyj slovar' terminov reklamy i pablik rilejshnz [Educational dictionary of advertising and public relations terms], in by Topilskaya, E.E. (ed.), Izd-vo VF MGEI, Voronezh, RUS.
16. Zhurnalistika, reklama, svyazi s obshchestvennost'yu: slovar' [Journalism, advertising, public relations: dictionary] (2010), comp. by Tulupov, V.V., Izd-vo VGU, Voronezh, RUS.
17. Slovar' terminov dlya specialistov po reklame i PR [Dictionary of terms for advertising and PR specialists] (2013), in by Volkova, A.N. (ed.), SPbGUAP, SPb., RUS.
18. Ségéla, Ja., Lebedeva, T. et al. (2009), Enciklopediya pablic rilejshnz [Encyclopedia of Public Relations], L'Harmattan, FRA, Image-contact, Moscow, RUS.
19. Minaeva, L.V. (ed.), (2010), Uchebnyj slovar' yazyka svyazej s obshchestvennost'yu [Educational dictionary of the language of public relations], Drofa, Moscow, RUS.
20. Kommunikologiya: enciklopedicheskij slovar'-spravochnik [Communicology: encyclopedic dictionary-reference] (2023), comp. Sharkov, F.I., ITK “Dashkov i K°”, Moscow, RUS.
21. Medialingvistika v terminah i ponyatiyah: slovar'-spravochnik [Media Linguistics in terms and concepts: dictionary-reference book] (2018), in by Duskaeva, L.R. (ed.), FLINTA, Moscow, RUS.
22. Otechestvennaya teoriya media: osnovnye ponyatiya [Domestic theory of media: basic concepts] (2019), in by Vartanova, E.L. (ed.), Izd-vo Mosk. un-ta, Moscow, RUS.
23. Krivonosov, A.D. (2019), “New reference book on media linguistics”, Sign: problematic field in mediaeducation, no. 1 (31), pp. 216–220.
24. Krivonosov, A.D. (2020), “Moscow School of Communication Studies: a new media Handbook. Review”, Rossijskaya shkola svyazej s obshchestvennost'yu [Russian School of Public Relations], no. 16, pp. 158–164.
25. Valkov A.V., Ognev I.S., Ostrovskaya, D.A. et al. (2021), Kratkij slovar' terminov i klyuchevyh ponyatij ivent industrii. Marketing i menedzhment desti-nacij (DMO/DMC) [A short dictionary of terms and key concepts of the event industry. Marketing and management of destinations (DMO/DMC)], Pervyi IPKh, SPb., RUS.
26. Krivonosov, A.D. and Kiuru, K.V. (2022), ”Paradigmatics of the modern mass communication system in the model of G. Lasswell”, Theoretical and Practical Issues of Journalism, vol. 11, no. 1, pp. 27– 40. DOI: 10.17150/2308-6203.2022.11(1).27-40.
Review
For citations:
Krivonosov A.D. On the Issue of Systematization of Modern Terminology of Advertising and Public Relations. Discourse. 2023;9(6):173-183. (In Russ.) https://doi.org/10.32603/2412-8562-2023-9-6-173-183
Views:
303
Email this article 