Yang Z.

Specifics of the categories of addressor and addressee in the supertext of Russian public advertising during the coronavirus pandemic. Pp. 92–101.

UDC 811.161.1:769.91

DOI 10.37724/RSU.2024.84.3.011

 

Abstract. The article analyzes the subject-object organization of coronavirus advertising discourse. The categories of addresser and addressee are studied in the framework of the communicative situation of the COVID-19 pandemic. The study is based on a corpus of 1,500 Russian-language social advertising posters related to the coronavirus, which are considered by the author as a single supertext characterized by a coherent modal attitude and sufficiently defined positions of the addresser and addressee. The subject-object organization of the analyzed supertext is determined by the main function of social advertising in a crisis situation — intended to be effective in interaction between the state and the population. This determines the socio-psychological roles of communicators. In such cases, the collective addresser is public authorities, who run a dialog with the collective addressees in an imperative-directive tone. At the same time, the collective addressor seeks to build WE-relationships that fulfill a consolidating role. Various addressees (children, medical workers, policemen, firemen, volunteers, heroes of classical literature) are also included into the advertising supertext, so as to bring the official authorities closer to the collective addressee. The image of the addressee in the coronavirus discourse is society as a whole, for whom the main value during the pandemic is life and health as absolute basics of their existence. At the same time, we face a whole mosaic of addressee representation, differentiated by age, gender and professional divisions. The addressee is verbalized in the text by direct and contextual nominations. The categories of persons at risk, as well as those who have an active civic position and perform their professional duty in the conditions of the pandemic (doctors, volunteers, representatives of various social services) are especially emphasized.

 

Keywords: addresser, addressee, heroes of our time, coronavirus pandemic, supertext, social advertising poster, strategy for consolidating communicants.

 

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