
- •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
Библиография
Абельс Х. Интеракция, идентичность, презентация. – СПб., 2000. – 261 С.
Антипов В.Г., Донских И.И., Марковина И.Ю., Сорокин Ю.А. Текст как явление культуры. – Новосибирск, 1989. – 194 С.
Бейтс Е. Интенции, конвенции и символы // Психолингвистика. – М., 1984. – С. 69 – 71.
Беликов В. И., Крысин Л. П. Социолингвистика. – М., 2001. – 439 С.
Бергер П., Лукман Т. Основы знания в повседневной жизни // Социология. – 1992. – №1. – С. 46 - 63.
Бергер П., Лукман Т. Социальное конструирование реальности. – М., 1995. – 220 C.
Бурдье П. Социология политики. – М., 1993. – 260 С.
Вебер М. Основные социологические понятия // Избранные произведения. – М., 1990. – 465 С.
Верещагин Е. М., Костомаров В. Г. Язык и культура: лингвострановедение в преподавании русского языка как иностранного. – М., 1990. – 246 С.
Гумбольдт В. фон. Язык и философия культуры. – М., 1985. – 451 С.
Клюканов И.Э. Динамика межкультурного общения. – Тверь, 1998. – 100 С.
Леви-Стросс К., Структурная антропология. – М., 2001. – 511 С.
Леонтьев А. А. Основы психолингвистики. – М., 1997. – 286 С.
Лотман Ю. М. Культура и взрыв. – М., 1992. – 271 С.
Лотман Ю. М. Семиотика и понятие текста // Русская словесность. – М., 1997. – С. 202 – 212.
Макаров М. Л. (а) Интерпретативный анализ дискурса в малой группе. – Тверь, 1998. – 200 С.
Макаров М. Л. (b) Языковой общение в малой группе: опыт интерпретативного анализа дискурса. – АДД. – Саратов, 1998. – 43 С.
Мид Д. Интернационализированные другие и самость. От жеста к символу // Американская социологическая мысль. – М., 1994. – С. 80 – 115.
Папуш М. Уроки гештальт-терапии. – М., 2001. – 320 С.
Перлз Ф. Практика гещтальт-терапии. – М., 2000. – 471 С.
Перлз Ф. Теория гештальт-терапии. – М., 2001. – 304 С.
Соссюр Ф. де. Заметки по общей лингвистике. – М., 2001. – 280 С.
Соссюр Ф. де. Труды по языкознанию (курс общей лингвистики). – М., 1977. – 695 С.
Харрис Р. Психология массовых коммуникаций. - М., 2002. – 445 С.
Щюц А. Структура повседневного мышления // Социологические исследования. – 1988. – №2. – С. 30 – 47.
Abernethy A. M. The information content of newspaper advertising // Journal of current issues and research in advertising. – 1992. – №14 (2). – P. 63 – 68.
Advertising in the UK. – Euromonitor International, 2001. – 29 P.
Advertising in the US. – Euromonitor International, 2001. – 30 P.
Alesandrini K. L. Strategies that influence memory for advertising communications // Journal of advertising. – 1984. – №14 (3). – P. 456 – 489.
Alexander M., Burt M., Collinson A. Big talk, small talk: BT’s strategic use of semiotics in planning its current advertising // Journal of market research society. – 1995. – №3(2) – P. 245 – 279.
Alvarado M., Gutch R., Wollen T. Learning the media: an introduction to media teaching. – London: McMillan, 1987. – 337 P.
Askegaard S. Towards a semiotic structure of cultural identity // Marketing semiotics. – Copenhagen, 1991. – Serie F(62). – P. 11 – 29.
Bailey R.W., Metejka L., Steiner P. The sing: semiotics around the world. – Michigan: Michigan Slavic Publications, 1978. – 531 P.
Baker M. In other words: a course book on translation. – London & New York: Routledge, 1992. – 304 P.
Baker M., Venuti L. The translation studies reader. – London & New York: Routledge, 2000. – 544 P.
Balassone S. Corsari e nobiluomini: la pubblicita’ in Italia. – Il Mulino, 1991. – 125 P.
Bakhtin M. Handbook of semiotics. – Bloomington and Indianapolis: Bloomington Press, 1990, - 379 P.
Barthes R. Elements of semiology. – Noonday Press, 1977. – 111 P.
Barthes R. Mythologies. – Hill & Wang, 1972. – 158 P.
Bassnett S., Lefevere A. Translation, history, and culture. - London & New York: Routledge, 1990. – 365 P.
Bassnett-McGuire S. Translation studies: New accent series. – London & New York: Routledge, 1991, - 168 P.
Bates E. Language and context. – New York: Academic Press, 1987. – 392 P.
Bell R. Translation and translating: theory and practice (applied linguistics and language studies) – London: Longman Group, 1991. – 298 P.
Belch G. E., Belch M. A. Advertising and promotion: an integrated marketing communications perspective. – McGraw-Hill higher Education, 2000. – 880 P.
Berger C. R., Bradac J. Language and social knowledge: uncertainty in interpersonal relations. – Edward Arnold, 1983. – 330 P.
Blumer H. Symbolic interactionism: perspective and method. – California: University of California Press, 1986. – 220 P.
Blumer J. G., Mc Leod J. M., Rosengren K. E. Comparatively speaking: communication and culture across space and time. – Newbury Park, CA: Sage Publications, 1992. – 698 P.
Bodley J. Anthropology and contemporary human problems. – WCB/McGraw-Hill, 2000. – 278 P.
Bodley J. Cultural anthropology: tribes, states, and the global system. – WCB/McGraw-Hill, 1999. – 250 P.
Bonvillain N. Language, culture, and communication: the meaning of the messages. – Prentice Hall, 1999. – 405 P.
Brigida F. La pubblicita’ in Italia: il mercato, i mezzi, le ricerche. – Lupetti, 2000. – 249 P.
Brislin R.W. Applied cross-cultural psychology. – Newbury Park, California: Sage Publications, 1990. – 367 P.
Brislin R.W. Cross –cultural perspectives on learning. – John Wiley & Sons, 1975. – 336 P.
Brown G. Speakers, listeners, and communication: explorations in discourse analysis. – Cambridge: Cambridge University Press, 1997. – 268 P.
Brown G., Yule G. Discourse analysis. – California: California University Press, 1983. – 288 P.
Campos M. Advertising and ideology: a semiotic approach. – Berlin, 1983. – 245 P.
Cantor J., Venus P. The effect of humour on recall of a radio advertisement // Journal of broadcasting. – 1980. – №24 (1). – P. 13 –22.
Carey J. M. Communication as culture: essays on media and society. – Unwin Hyman, 1988. – 241 P.
Cook G. The discourse of advertising. – London & New York: Routledge, 1992. – 250 P.
Cook G. Discourse and literature: the interplay of form and mind. – Oxford: Oxford University Press, 1995. – 296 P.
Corder-Bolz C. R. Mediation: the role of significant others // Journal of communication. – 1980. – №30. – P. 106 –118.
Crystal D. A dictionary of linguistics and phonetics. – Oxford: Blackwell Publishers, 1991. – 389 P.
Cuperfain R., Clarke T. K. A new perspective on subliminal perception // Journal of advertising. – 1985. – №4. – P. 36 – 41.
Dagut M. Semantic ‘voids’ as a problem in the translation process // Poetics Today. – 1981. – №2(4). – P. 61 – 71.
Dant T. Knowledge, ideology, and discourse: a sociological perspective. – London & New York: Routledge, 1991. – 253 P.
Davis D. K., Baran S. J. Mass communication and everyday life: a perspective on theory and effects. – Belmont, CA: Wadsworth, 1981. – 211 P.
Dunn I., Barban A., Krugman H., Reid P. Advertising: its role in modern marketing. – Orlando: The Dryden Press, 1990. – 256 P.
Eagleton T. Ideology: an intruduction. – London: Verso Books, 1991. – 242 P.
Eco U. Semiotica e filosofia del linguaggio. – Torino: Einaudi, 1984. – 245 P.
Eco U. Trattato di semiotica generale. – Milano: Bompiani, 1975. – 370 P.
Eco U. La struttura assente. – Milano: Bompiani, 1968. – 165 P.
Engel J. F., Warshaw M. R., Kinnear T. C., Reece B. B. Promotional strategy: and integrated marketing communication approach. – Pinnaflex Educational Resources, 2000. – 690 P.
Fairclough N. Discourse and social change. – Cambridge: Polity Press, 1993. – 250 P.
Fish S. Is there a text in this class? The authority of interpretative communities. – Harvard University Press, 1982. – 394 P.
Fiske J. Introduction to communication studies (studies in culture and communication). – London & New York: Routledge, 1990. – 203 P.
Floch J. M. Semiotics, marketing and communication: beneath the signs, the strategies (international marketing series). – St. Martin’s Press, 2001. – 225 P.
Geis M. L. The language of television advertising. – New York: Academic Press, 1982. – 165 P.
Gelb B.D., Zinkman G. M. The effect of repetition on humour in a radio advertising study // Journal of advertising. – 1985. – №14 (4). – P. 243 – 267.
Giddens A. Modernity and self-identity: self and society in the late modern age. – Stanford University Press, 1991. – 256 P.
Giddens A. Runaway world: how globalization is reshaping our lives. – London & New York: Routledge, 2000. – 128 P.
Gorlee D.L. Semiotics and the problem of translation. – Amsterdam & Atlanta: Rodopi Bv Editions, 1994. – 243 P.
Gutt E. Translation and relevance: cognition and text. – Oxford: Blackwell Publishers, 2000. – 271 P.
Halliday M.A.K., Hasan R. Language, context, and text: aspects of language in a social-semiotic perspective. – Hyperion Books, 1995. – 126 P.
Halverson S. The concept of equivalence in translation: much ado about nothing // Target. – 1997. – №9 (2). – P. – 207 – 233.
Harris R. J. Information processing in advertising. – Hillsdale, NJ: Lawerence Erlbaum Associates, 1983. - 487 P.
Hass R.G. Effects of source characteristics on cognitive responses and persuasion. – Columbia: Columbia University Press, 1981. – 120 P.
Hassan S. S., Kaynak E. Globilisation of consumer markets: structures and strategies. – Haworth Press, 1994. – 333 P.
Hawkes T. Structuralism and semiotics. – California: University of California Press, 1977. – 192 P.
Hawkins R. P., Pingree S. Divergent psychological processes in constructing social reality from mass media content // Journal of advertising. – 1990. – № 13. – P. 376 – 411.
Heath T. B., Motherbaugh M. S. Spokesperson effects in high involvement markets // Advances in consumer research. – 1993. - №20. – P. 345 – 387.
Holmes J.S. The nature of translation. Essays on the theory and practice of literary translation. – Mouton: Slovak Academy of Sciences, 1970. – 432 P.
Hodgson R., Soukup S.J. From one medium to another. – Kansas City: Sheet & Ward, 2000. – 391 P.
Huber L. Disciplinary cultures and social reproduction // European Journal of Education. – 1990. – №25 (3). – P. 241 – 261.
Il codice di autodisciplina pubblicitaria: 16. Ed. Del 10 marzo 1990 con le modifiche in vigore dal 10 luglio 1990: commentario. – Societa’ editrice torinese, 1991. – 124 P.
Innis R.E. Semiotics – an introductory anthology (advances in semiotics). – Bloomington: Indiana University Press, 1985. – 331 P.
Jakobson R. Main trends in the science of language. – Allen & Unwin, 1970. – 75 P.
Kaynak E. The management of international advertising: a handbook and guide for professionals. – New York: Quorum Books, 1989. – 284 P.
Kim Y. Y. Communication and cross-cultural adaptation: an integrative theory. – Clevedon & Philadelphia: Multilingual Matters, 1988. – 290 P.
Khairullin V. Translation and meaning // Translation, semantics, and culture. – Maastricht: Rijkschool Maastricht, 1992. – Vol.2. – 653 P.
Kloss I., Abe M., Hugo-Burrows M. Advertising world wide: advertising conditions in selected countries. – Springer Verlag, 2001. – 291 P.
Lambert J., Branden J. van den. Cultural and linguistic diversity: threat or challenge for virtual instruction. – EuroPACE, 1997. – 231 P.
Lefevere A. (a) Translation, rewriting, and the manipulation of literary fame. – London & New York: Routledge, 1992. – 276 P.
Lefevere A. (b) Translating literature: practice and theory in a comparative literature context. – London & New York: Routledge, 1992. – 297 P.
Leiss W., Kline S., Jhally S. Social communication in advertising: persons, products, and images of well-being. – New York: Mathuen, 1986. – 366 P.
Lindzey G., Aronson E. Handbook on social psychology. – Addison-Wesley, 1985. – 145 P.
Loerscher W. Translation performance, translation process, and translation strategies: a psycholinguistic investigation. – Tuebingen, Germany: Gunther Narr, 1991. – 382 P.
Marketing Mix. – 1997. – №3. – 236 P.
McCarthy M., Carter R. Language and discourse: perspectives of language teaching (applied linguistics and language study). – Addison-Wesley, 1996. – 248 P.
McGuire W. J. Attitudes and social change. – Addison-Wesley, 1985. – 145 P.
Mitchell B., Maidment G. Culture: the United State of America in the twentieth century. – London: Hodder & Stoughton, 1994. – 476 P.
Monaco J. How to read a film: the world of movies, media, and multimedia: language, history, theory. – Oxford: Oxford University Press, 2000. – 544 P.
Moscovici S. The phenomenon of social representations // Social representations. – Cambridge: Cambridge University Press, 1984. – P. 3 – 69.
Mueller B. International advertising: communication across cultures. – Wadsworth Pub. Co., 1995. – 352 P.
Newmark P. Approaches to translation. – Hertfordshire: Prentice Hall, 1988. – 215 P.
Nida E.A. Towards a science of translating. – Leiden: E.J. Brill, 1964. – 378 P.
Nida E.A., Taber C. The theory and practice of translation. – Leiden: E.J. Brill, 1969. – 365 P.
Nord C. Scopos, loyalty, and translational conventions // Target. – 1991. – №3 (1). – P. 91 – 109.
Oller J. M., Giardetti J. K. Images that work: creating successful messages in marketing and high stakes communication. – London: Quorum Books, 1999. – 256 P.
Pattee H. H. Cell psychology: an evolutionary approach to the symbol-matter problem // Artificial intelligence. – 1982. – №5. – P. 13 – 47.
Pattee H. H. Evolving self-reference: matter, symbols, and semantic closure (communication and cognition) // Artificial intelligence. – 1995. – №12. – P. 245 – 314.
Pechman C., Stewart D.W. Advertising repetition: a crucial review of wear in and wear out // Current issues and research in advertising. – 1988. – №11. – P. 285 – 329.
Peirce C.S. Collected papers. – Cambridge: Cambridge University Press, 1987. – 576 P.
Pendergrast M. For god, country and Сoca-Сola. – London: Phoenix, 1994. – 196 P.
Petty R. E., Ostrom T. M., Brook T. C. Cognitive responses to persuasion. – Hillsdale, NJ: Lawrence Erlbaum Associated, 1981. – 398 P.
Posner R., Robering K., Sebeok T. Semiotics: a handbook on the sign-theoretic foundations of nature and culture. – Berlin & New York: Walter De Gruyter Inc., 1998. – 613 P.
Pratkanis A. R., Aronson E. The age of propaganda: the everyday use and abuse of persuasion. – New York: WH Freeman, 2001. – 320 P.
Prodi G. Le basi materiali della significazione. – Milan: Bompiani, 1977. – 312 P.
Pym A. The relations between translation and material text transfer // Target. – 1992. – № 4 (2). – P. 171 – 189.
Pym A. Translation as transaction cost // Meta. – 1995. – № 40.4. – P. 594 – 605.
Robinson D. Becoming a translator. – London & New York: Routledge, 1999. – 330 P.
Robinson D. Translation and empire. – Dekald, IL: Noerthen Illinois University Press, 1996. – 344 P.
Rogante M. Pubblicita’ in Italia. – Art Direction Book Co., 1985. – 180 P.
Salkie R. Text and discourse analysis. – London and New York: Routledge, 1995. – 115 P.
Schiffrin D. Approaches to discourse. – Oxford: Blackwell Publishers, 1994. – 470 P.
Schiffrin D. Discourse markers. – Cambridge: Cambridge University Press, 1988. – 376 P.
Schulte R., Biguinet J. Theories of translation: an anthology of essays from Dryden to Derrida. – Chicago: University of Chicago Press, 1992. – 254 P.
Sebeok T. Contributions to the doctrine of signs. – University Press of America, 1986. – 341 P.
Sebeok T., Umiker-Sebeok J. Semiotic web. – The Hague: Mouton de Gruyter, 1990. – 797 P.
Seldon R., Widdowson P. A reader’s guide to contemporary literary theory. – Hertforshire: Harvester Wheatsheaf, 1993. – 450 P.
Schi-Xu, Cultural representations. – Peter Lang, 1997. – 271 P.
Signorelli N., Morgan M. Cultivation analysis. – Newbury Park, CA: Sage Publications, 1990. – 244 P.
Snell-Hornby M. Translation studies: an integrated approach. – Amsterdam & Philadelphia: John Benjamin Publishing Company, 1995. – 493 P.
Stark B., Myra F. Semiotics and entertainment: a marriage made in heaven // Journal of Advertising Research. – 1995. – №35 (5). – P. 154 – 176.
Stubbs M. Discourse analysis: the sociolinguistic analysis of natural language. – Chicago: University of Chicago Press, 1983. – 272 P.
Sutton S. R. Fear arousing communications: a crucial examination of theory and research (social psychology and behavioral medicine). – London: Wiley, 1982. – 145 P.
Thibault P. J. Social semiotics as praxis. – Minneapolis & Oxford: University of Minnesota Press, 1991. – 320 P.
Turchin V. F. The phenomenon of science. – Columbia: Columbia University Press, 1977. – 348 P.
Tobin Y. From sign to text: a semiotic view of communication. – Amsterdam & Philadelphia: John Benjamin Publishing Company, 1989. – 590 P.
Toury G. In search of theory of translation. – Tel Aviv: The Porter Institute for Poetics and Semiotics, 1980. – 324 P.
UK advertising report. – Snapshots International Ltd., 2002. – 9 P.
US advertising agencies 2001. – Snapshots International Ltd., 2002. – 7 P.
Venuti L. The translator’s invisibility: a history of translation (translation studies). – London & New York: Routledge, 1995. – 353 P.
Vestergaard T., Schroder K. The language of advertising. – Oxford: Basil Blackwell Publishing Company, 2002. – 196 P.
Wechsler R. Performing without a stage: the art of literary translation. – Catbird Press, 1998. – 352 P.
Woollacott J., Gurevitch M., Bennet T., Curran J. Messages and meanings: culture, society, and the media. – London & New York: Routledge, 1982. – 478 P.