Ethnolinguistic features of advertising texts of Kalmykia in Russian language

Abstract

The study is devoted to the identification of ethno-linguistic features and the study of their functioning in Russian-language advertising texts and posters in Kalmykia. The question of the origin of the ethnonym “Kalmyk” is considered, it is noted that the Kalmyk ethnos has several ethnonyms: Kalmyk, Khalmg, Ulan Zalata Khalmg, the functioning of ethnonymic derivatives (“Kalmykia”, “Kalmyk”, “Kalmyk/Kalmychka”) and ethno-marked vocabulary in advertising texts are studied and posters of Kalmykia. Descriptive and linguoculturological methods are used, as well as the method of quantitative calculations. The frequent use of the ethnotoponym “Kalmykia” and the ethnonymous adjective “Kalmyk” is revealed, the use of which attracts the addressee's attention, inspires confidence and encourages him to purchase a product or service. In advertising texts, the national flavor is noted, expressed through lexical ethnomarkers, their positive impact on the addressee is described. National-precedent phenomena are found that convey the key concepts of national culture and national consciousness. The precedent nature of Kalmyk tea and its special significance in the Kalmyk linguistic culture are emphasized. The results of the study make some contribution to the study of ethnolinguistics and can be used in the preparation and teaching of the courses “Ethnolinguistics”, “linguoculturology”.