 
        
        - •Содержание
- •Глава 1. Прогнозирование успешности рекламного воздействия………………………………………………………..…..12
- •Глава 2. Социальный опыт индивида
- •Глава 3. Проблемы эквивалентности в процессе
- •Глава 4. Использование элементов культуры-
- •Введение
- •Глава 1 прогнозирование успешности рекламного воздействия
- •1.1 Подходы к определению рекламного дискурса
- •1.2 Реклама как вид дискурса
- •1.3 Рекламный дискурс как способ воздействия на воспринимаемую потребителем реальность
- •1.4 Реклама как акт коммуникации
- •1.5 Проблемы лингвокультурной адаптации рекламного сообщения
- •1.6 Использование дискурс-анализа и семиотики с целью анализа успешности рекламного воздействия
- •1.7 Уровни значения в анализе рекламного дискурса
- •1.8 Коды и системы знаков в рекламе
- •1.9 Обусловливание предпочтительной интерпретации сообщения при помощи интертекстуальности
- •1.10 Перевод знаков как перевод элементов культуры
- •Глава 2 социальный опыт индивида и глобальная культура
- •2.1 К проблеме культурного контекста в процессе социализации
- •2.2 Подходы к определению культуры
- •2.3 Составляющие культурной идентичности
- •2.4 Идеология и знаки в рекламе
- •2.5 Возникновение и перспективы развития глобальной культуры
- •2.6 Лингвокультурная адаптация рекламы в свете глобальной парадигмы общественного развития
- •2.7 Перевод национально-культурных символов в процессе адаптации рекламы
- •2.8 Проблема воссоздания фрейма референции при адаптации рекламы
- •Глава 3 проблемы эквивалентности в процессе лингвокультурной адаптации рекламы
- •3.1 Подходы к определению эквивалентности в переводе
- •3.2 Когнитивная эквивалентность элементов культуры как характеристика содержательной стороны сообщения
- •3.3 Проблемы воспроизведения общей динамики коммуникации в процессе создания эквивалентного рекламного сообщения
- •Глава 4 использование элементов культуры-реципиента при адаптации транснациональной рекламы
- •4.1 Стратегии адаптации транснациональной рекламы
- •4.2 Адаптация с максимальным использованием элементов культуры-реципиента.
- •4.3 Адаптация с минимальным использованием элементов культуры-реципиента
- •Заключение
- •Библиография
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