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THE WORK GENERAL CHARACTERISTIC

Modern linguistics are characterised by increasing interest to the phenomena showing kognitivnuju the nature of language, to mechanisms of interaction of language and thinking. This area of research assumes expansion traditional system-discrete urovnevogo language descriptions, consideration of mechanisms of coding and speech interpretation at new level - with the account not discrete and kvazidiskretnyh the characteristics connected with processes of generation and understanding of speech.

On Russian material research semiotics and kognitivno-diskursivnogo the mechanism of generation and interpretation of the difficult semantic forms reflecting lingvokreativnoe thinking and demanding special algorithm of interpretation is undertaken. Such slozhnosemanticheskie language forms, as a rule, are characterised as signs secondary and kosvennoyoproizvodnoj nominations. They become zhanroobrazujushchimi in a number of influencing discourses from which the most dynamical and representative is modern advertising.

Owing to a generality of the mechanism of formation (semiogeneza), diskursivnoj and interpretive obrashchennosti to the additional (latent) senses, and also in view of a functional generality - indirect (indirect) influence on the addressee, such language forms are expedient for uniting in one kategorialnyj a class. We name them evokativnymi rechejazykovymi forms (evotsirovat - ‘ to cause in consciousness ’), and a category uniting them - evokativnostju. This category arose time and again in linguistics in various treatments and functional aspects (see: [Grebenev 2011; Inishev 2007; Axes 1997; 2004; TSurr 2006; CHuvakin 1995; Fonagy 1982; Raskin 1985; Talmy 2007]), however it was not considered it is system from the point of view of its kognitivno-semiotics nature. Developing separate concepts of the scientists subdividing evokativnost on kognitivnuju (symbolical) [Sperber 1974; 1979; Sperber, Wilson 1995] and diskursivno-textual (poetic) [Aroui 2005; Dominicy 2006; 2007], we consider it as kognitivnoyosemioticheskuju and rechejazykovuju a category.

The research urgency is defined both complexity of the phenomenon evokativnosti, and necessity of reconsideration of some language phenomena for new, kognitivno-semiotics aspect. The urgency of such approach follows from requirement of modern linguistics to reconsider many positions, recognising that to each language phenomenon, unit, level, to a category can be given kognitivnoe
Substantiation and kognitivnoe an explanation [Aleksandrova 2008; Kubrjakova, Aleksandrova 1999; Boldyrev 2001; Demjankov 1994; 1996; Irishanova 2009; Kravchenko 2008]. Revision of theoretical knowledge in linguistics consists today in that with a position kognitivnogo the approach to specify, «that we know about each language phenomenon, about a separate language category and about system of language and its functioning as a whole and as all of us can explain it» [Boldyrev 2001].

Attempts to formalize such kvazidiskretnye phenomena as ridiculous, implitsitnoe, meant, the hint, implied sense, etc., were undertaken repeatedly. However till now these phenomena were considered is isolated, within the limits of different, but approaches supplementing each other. These kognitivnoyodiskursivnye the phenomena reflect process of semiotics complication of the language form (both in respect of expression, and in respect of the maintenance) and were usually fixed in such terms, as ambiguity and actualisation of the internal form [Apresjan 1974; 1995; Zaliznjak 2003]; language anomaly [Arutyunov 1987; Apresjan 1990; Ganeev 2005; Radbil 2012]; as displays implitsitnosti [Ermakova 2010] and indirect govorenija [Gogotishvili 2006; Dementyev 2000; 2006]; the latent senses [the Latent senses 2007];

Metaphoricalnesses and idiomatichnosti [Rams, Dobrovolsky 2008; Rams 2014]; language game [Gridina 1996; ^zhuravleva 2002; Iljasova 2002; Iljasova, Amiri 2011; Norman 2006; Sannikov 2002] and its influences [Zirka 2009; Issers 2009; 2012]; at last, "distancings" [Shklovsky 1929 were shown in philological concepts of double semantics [Smirensky 2007], figurativeness; 1970; Grigoriev 2006; Half-Jansky 2006].

Their main line - semantic ambiguity - was considered in various researches of Russian or in frameworks tropeistiki - a pun, sarcasm, irony, ekivok, amfibolija [Zaliznjak 2003; Klyuyev 2001], or in a foreshortening functional genristiki - a proverb, a saying, a joke, a sharpness, a joke, an aphorism, a hint, a pun, etc. [Dementyev 2010; Sannikov 2002].

As the basic hypothesis of research position about existence of the special kognitivno-semiotics mechanism allowing the language (semiotics) form multiplitsirovat acts and to interface senses generated by it, causing special algorithm of interpretation. We name this type semiogeneza semiotics evokativnostju, and a received sign - evokativnym rechejazykovym a sign, or evokativnoj the language form (EJAF). Evokativnyj rechejazykovoj the sign arises in a course evokativnogo the speech certificate (Ayr). At discourse and text level this mechanism creates special rechejazykovoj type - evokativnyj frazeotekst (EFT).

Functional range EJAF is wide enough - from occasional slovotvorchestva and language game before generation difficult intentsionalnyh senses in various genres on various rechejazykovyh levels (poetry, a parable, a fable, a sharpness, a hint etc.).

Object of research becomes evokativnost (language) sign, understood as semantic ambiguity, complexity of the semiotics form and the certain semiotics mechanism underlying special algorithm of manufacture and interpretation polisemichnogo of a language and polycode sign. This mechanism represents kontaminatsiju senses in one semiotics form, carried out intentionally on purpose to influence on the interpreter (the recipient, the addressee, the addressee), causing (evotsiruja) interpretive intentsionalnost, directed on recognition set smysloobrazujushchego algorithm. Thus kognitivnye processes are in korreljativnyh relations with processes semiozisa, kognitivnye operations correlate with the semiotics.

One of the cores evokativnyh operations can consider operation semiotics kontaminatsii ("blendinga") - connections concerning independent semiotics elements of different degree of actualisation in uniform difficult kognitivnuju and the semantiko-pragmatical form bearing defined intentsionalnyj and a functional charge [Irishanova 2009; 2014; Dominicy 1995; 2006; Fauconnier 2002; Gallagher 2007; Jackendoff 1993]. Such forms are created, as a rule, meaningly and purposefully, getting the big expressional potential in influencing genres, in particular, in modern advertising in a kind evokativnyh (written and polycode) frazeotekstov.

We make following definition of a category language evokativnosti is a certain mechanism smysloobrazovanija - kognitivnoj kontaminatsii (blendinga) two and more semantic plans, - expressed in intentsionalnoj slozhnosemanticheskoj, asymmetric, more often to the polymodal (polycode) semiotics form acting in a role kognitivnogo of stimulus ("trigger/shiftera") for an establishment of the most relevant (focal) semantic interpretation (sense).

Object of research were language and diskursivnye actualisation means evokativnosti as type semiozisa and kognitivnoyodiskursivnoj coding and decoding strategy in Russian on a material of Russian advertising discourse.

Research objective is construction kognitivnoyosemioticheskoj models evokativnosti as special kind znakoobrazovanija and its realisations in Russian in funktsionale advertising with the account of that such
variativnye forms are united by the general type intentsionalnosti and teleology - prompting to interpretation of a special sort, an intensification kognitivnogo level of speech influence.

The object in view has predetermined the nomenclature of the problems facing to research:

- To consider a problem evokativnosti and the term "evokativnost" on the basis of the analysis of the scientific literature and a representative speech material, to delimit the given phenomenon from a number of the adjacent;

- To define a place and the status of a considered category evokativnosti in the linguistic description of system of language-speech;

- To define structural and functional features of receptions evokativnosti in the light of functional semio-kognitivnogo the approach to raznourovnevym to Russian means;

- To reveal and simulate structure evokativnogo sense by an establishment of the nature and sources of formed sense;

- To develop on a material evokativnosti the Russian advertising text methodological model, applicable to the analysis of others sinkretichnyh rechejazykovyh categories;

- To develop principles of the kognitivno-semiotics analysis for definition of a functional range evokativnyh forms in rechezhanrovom Russian space.

The theoretical basis of research is presented, on the one hand, to the semiotics component focused on asymmetry of the plan of expression and the plan of the maintenance (S.Kartsevsky, V.G.Gak, etc.) and as a whole - on idea neizomorfnosti the statement and its sense (M.M.Bakhtin, B.T.Ganeev, Vjach. Vs. Ivanov, A.N.Losev, M.Merlo-Ponti, P.Rikyor, etc.) . On the other hand, the mechanism knowledge evokativnosti the language form is included into the decision of a problem of genesis of semantic structure of consciousness and is connected with kognitivnoj treatment of the certificate semiozisa (N.N.Boldyrev, V.Z.Demjankov, A.A.Zalevsky, O.K.Irishanova, A.V.Kravchenko, E.S.Kubrjakova), accenting sign character kontseptualizatsii as judgements of the information, data about the world, designing of thought in the form of sign assistants to all subjects and the phenomena - kontseptov (i.e. fixed in consciousness of the person of senses - forms, values and znachimostej), fixed in language semantics through semantics of language forms [Kubrjakova and other 1996: 90].

Such prospect of research assumes the complex approaches integrating points of the appendix of various scientific paradigms. It is represented, that integrity of the analysis evokativnosti can be provided in frameworks antropotsentricheskoj superparadigms by interface of two
The basic macroparadigms - kognitivnoj and semiotics [Alefirenko 2009] which form a kernel of a kognitivno-semiotics method of research of a phenomenon evokativnosti. Therefore the methodological basis of research - the complex approach developed during research - is defined by us as a kognitivno-semiotics method (in its author's kontseptualizatsii and realisations). The applied method is created on the basis of existing adjacent approaches - kognitivno-semiologicheskogo (N.F.Alefirenko, B.M.Gasparov) and kognitivno-semantic (N.N.Boldyrev). Bases of such methodology have been put in pawn in K.Bjulera, G.Guillaume, S.Balli, L.Elmsleva, CH.S.pier, C.Morrisa, A.A.potebni's works, structural semiotics and R.Bart, U.Eko's interpretive semantics, etc. In many respects the kognitivno-semiotics method correlates and is crossed with the approaches presented by modern domestic methodological concepts in general kognio-linguistic (kognitivno-diskursivnoj) to the paradigm (O.V.Aleksandrova, V.Z.Demjankov, E.S.Kubrjakova) and, in particular, in kognitivnoj to semantics and semiologii (N.F.Alefirenko, N.N.Boldyrev, O.K.Irishanova, Z.D.popova, I.A.Sternin), in kognitivnoj to biosemiotics and synergetrics (A.V.Kravchenko, V.A.Pishchalnikova, I.A.Herman), cultural urological kontseptualistike (B.M.Gasparov, Vjach. Vs. Ivanov, JU.S.Stepan, JU.N.sentr, JU.M.Lotman, B.A.Uspensky, V.V. Krasnyh, V.P.Moskvin, etc.). The method functionalism is defined by the concepts representing mutual relations of language and his environment in system "language-speech" (N.N.Boldyrev, A.V.Bondarko, V.G.Gak).

The approach developed in work leans also against researches in domestic Russian philology in relevant for developed subjects system and functional aspects - word-formation (E.S.Kubrjakova, E.A.Zemsky, R.J.Namitokova, S.V.Iljasova, L.V.Ratsibursky), lexical semantics (J.D.Apresjan, Anna A.Zaliznjak, G.I.Kustova, E.V.Paducheva, V.Z.Sannikov), sintaktike and diskursologii (O.V.Aleksandrova, V.G.Borbotko, M.L.Makarov), the pragmatist of communicative genres, in particular, in realisation of creative and influencing functions in publicism, advertising, etc. (V.A.Zirka, S.V.Iljasova, O.S.Issers, So-called Kolokoltseva, I.V.Krjukova, J.A.Pirogova, etc.).

As research material Russian advertising discourse - slogans and the advertising texts constructed on evokativnyh receptions smysloobrazovanija has served. The basic research case have made nearby 11000 evokativnyh contexts - the advertising text and polycode units chosen on the basis of signs evokativnosti from more than 30000 considered slogans, posters, outdoor advertising posters, the Internet -

Advertising, etc. Established parity testifies to rate evokativnyh frazeotekstov in modern Russian advertising (≈ 30 %). Accordingly, were mentioned some genres of speech use and folklore (a hint, a joke, a joke, a remark, a sharpness, etc.), small art forms which were investigated in other scientific foreshortenings (an aphorism, "frashka" - a pseudo-aphorism, a joke, a joke, etc. - see [Beregovsky 2014; Sannikov 2002], etc.). Among them a special place in sotsio-lingvoYokulturologicheskom the analysis rechezhanrovoj strategy evokativnosti get polycode evokativnye web genres ("mem", "demotivator", etc. - for example, [Viktorova 2016]), connected with visualisation and

Pop culture stereotypification [Nazajkin 2007; Savitsky 2013; SHapovalov 2001; SHipitsin 2011; SHomova 2015]. In research the empirical material collected in works under the analysis of the Russian advertising ([Amiri 2007 was considered; Gorelov 2005; Zirka 2010; Iljasova 2003; Iljasova, Amiri 2015; Kurganova 2006; Pirogova 2000]).

The certain usual demand occasional evokativnyh forms which enter into speech use that characterises a modern synchronic condition Russian rechejazykovoj systems [Iljasova 2003 is noted; Krongauz 2013; Gusejnov 2012].

Private methods, techniques and the technologies used and developed during research, steel a method kategorialnogo the analysis (for definition of a place and the status of a considered category in the linguistic description); a method of field structurization (for revealing kategorialnogo fields evokativnosti); a method of semiotics modelling (for structure definition evokativnogo sense); a method kontekstualnoyofrejmovogo the analysis (for definition of the nature and sources of formed sense); a method of the kognitivno-pragmatical analysis (for teleology and relevance definition evokativnyh speech certificates); the modified technique kontseptualizatsii and kognitivnogo kartirovanija (for algorithm revealing evokativnogo smysloobrazovanija); Technique ritorikoyostilisticheskogo the genre analysis (for definition of a functional range and perlokutivnogo effect of creation and functioning evokativnyh forms), and also is introspective-interpretive, contextually-interpretive, visually-illustrative and lingvoyoeksperimentalnye technologies.

On protection following theoretical positions are taken out.

1. Evokativnost plays a constructive role in process lingvokreativnogo knowledge that is shown at all its stages. The investigated category is realised by means of associative mechanisms
rechemyslitelnoj activity which are stimulated with initially in detail-shaped perception of the world.

2. Evokativnost it is considered as intentsionalnyj the mechanism kontaminatsii znachimostej (senses) of the form, the maintenance and the use of the initial sign, representing secondary semiozis (creation of a new sign - on R.Bart) which is realised in a modelled situation of speech influence.

3. Evokativnost corresponds with some categories traditionally allocated in philology (implitsitnost, indirect govorenie, language game, language anomaly, konnotatsija, a metaphor and so forth) and, having the general and distinctive lines, co-exists with them by a principle dopolnitelnosti.

4. The category evokativnosti represents kognitivnye mechanisms defokusirovanija, kognitivnogo blendinga, secondary kontseptualizatsii and conceptual integration, leaders to occurrence of the new mental space which structure is not reduced to structure of the spaces laying in its basis.

5. Evokativnost in the functional plan is zhanroobrazujushchej a category underlying some rechezhanrovyh forms folklore and literary-publicistic (an advertising slogan, an aphorism, a fable, heading, the motto, an appeal, the reference, the leaflet, etc.) the influencing communications, having ethnolanguage and ethnocultural features and demanding research within the limits of national (Russian) lingvokultury.

6. Genre evokativnost in Russian it is based on use raznourovnevyh Russian means (nominalizatsija, adjectivisation, kontaminatsija, frazeologizatsija, tropeistika, etc.). Such means have received in work the name evokativnyh shifterov which functions consist in switching (shifting) focus and a background rechejazykovogo a sign from one semantic and modal level on another.

7. The basic form of realisation evokativnosti admits frazeotekst - maloformatnyj the text based on idiomatichnosti with different degree of opacity of the form, containing defined rechejazykovye the means (triggers) which are making active the mechanism evokativnoj of interpretation.

Scientific novelty consists: 1) in a substantiation kategorialnogo the status and the description harakterologicheskih features of a category evokativnosti as the semiotics mechanism reflecting process of creation of a special kind rechejazykovogo of a sign with asymmetry meaning and meant; 2) in the description semiogeneza evokativnyh forms in its correlation with kognitivnymi processes of perception and validity fixing, with various displays conceptual kontaminatsii and kognitivnogo blendinga, fixed on
Level rechejazykovoj activity; 3) for the first time the developed concept evokativnosti is applied to the analysis raznozhanrovyh Russian forms, mainly - to Russian advertising frazeotekstu.

Theoretical value of work consists that in it the kognitivno-semiotics model of formation of difficult semantic forms is presented, the functional range evokativnosti as rechejazykovoj and zhanroobrazujushchej categories is defined, the uniform nature of studied much till now is theoretically proved is isolated and sporadicheski the language, speech and stylistic processes united evokativnoj kognitivno-semiotics category, as that: ambiguity, implied sense, indirect communications, humour, etc. the Theoretical importance the deduced system evokativnoj vektornosti, including such categories, as revokatsija (the reference to case phenomena), invokatsija (mifologizatsija the reviewer), provocation (inferentsionnaja responsibility of the addressee for sense deducing) and profanation (decrease in substantial, spiritually-moral and stylistic norms, rastabuirovannost) possesses at formation of the semantic maintenance. The principle of application of such kognitivno-semiotics categories, as semantic kontaminatsija, referentsialnyj shifting, evokativnyj the trigger, to the analysis rechejazykovyh levers in space of Russian advertising communications is shown.

The practical importance of work is defined by that the material and results of the analysis can be used in the further research of kognitivno-semiotics forms of Russian and other languages, to reveal typological and harakterologicheskie displays of laws of the organisation of speech emotional dialogue with use evokativnosti as mechanism of coding and information decoding, and also by working out of courses of theoretical grammar, Russian stylistics, leksikologii, comparative typology of Russian, communicative grammar. The approaches developed in the dissertation to the analysis evokativnogo speech interaction can be used in works of post-graduate students, in preparation magisterskih dissertations and qualifying works of students.

Dissertation approbation. Substantive provisions and scientific results of research have passed approbation at the international and All-Russia scientific conferences in Rostov-on-Don (1994, 1996, 2005, 2007, 2012, 2015), Pyatigorsk (1995), Samara (2006), Ulyanovsk (2007), Nizhni Novgorod (2008), Ekaterinburg (2009), S.-Petersburg (2013), on 4 and 5 International congresses of researchers of Russian (Moscow, the Moscow State University - 2007, 2010), on II International scientific symposium «Slavic languages and

Cultures in the modern world »(Moscow, 2012), at scientifically-practical conferences AGU (2011, 2012, 2013), on V Congress ROPRJAL

«Dynamic processes in language and cultural space» (Kazan, 2016), at the international conferences on problems of the general and regional onomastiki (Maikop, 2006, 2008, 2010, 2012, 2014, 2016, 2017). The dissertation has been discussed on the expanded faculty meeting of Russian of Adygea state university.

Results of research are reflected in 47 publications in total amount 40 items of l., include the monography «Evokativnost the advertising text» (Maikop, 2016) and 15 articles in reviewed editions under list VAK.

Objects in view and problems have defined structure and volume of the dissertation consisting of Introduction, five heads and the Conclusion.

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A source: BEDANOKOVA Zulejhan Kimovna. EVACACY AS A COGNITIVE-SEMIOTIC AND VERBATIC FORM (using the example of Russian advertising). ABSTRACT dissertation for the degree of Doctor of Philology. Tver - 2018. 2018

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