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DOI: 10.15862/36SCSK125 (https://doi.org/10.15862/36SCSK125)

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Benevolenskaya N.P. [Sociocultural transformations of the experience of life’s fulfillment in creolized advertising texts] World of Science. Series: Sociology, Philology, Cultural Studies, 2025, Vol. 16, No. 1. Available at: https://sfk-mn.ru/PDF/36SCSK125.pdf (in Russian). DOI: 10.15862/36SCSK125

Sociocultural transformations of the experience of life’s fulfillment in creolized advertising texts

Benevolenskaya Nonna Petrovna
Saint Petersburg State University, Saint Petersburg, Russia
E-mail: fff2204@mail.ru
ORCID: https://orcid.org/0000-0001-6029-0546
RSCI: https://elibrary.ru/author_profile.asp?id=273456
WoS: https://www.webofscience.com/wos/author/rid/O-1601-2013
SCOPUS: https://www.scopus.com/authid/detail.url?authorId=57192102422

Abstract. The article considers the specific functioning of advertising slogans as a distinct type of creolized media text, using the «Бери от жизни всё!» [«Take Everything from Life» / «Ask for More!»] slogan as a case study. The study focuses on the transformation of the semantic and pragmatic characteristics of this expression as it transitions from advertising discourse to a broader cultural context. The study employs a comprehensive methodology, including content analysis, text analysis, analysis of creolized texts, lexical and stylistic analysis, elements of K.S. Stanislavski’s method, and semiotic analysis for a multifaceted interpretation of the research object. The author establishes that a creolized advertising text constitutes a complex communicative unit in which verbal, auditory, and visual elements form an inseparable semantic unity. In the case of the «Бери от жизни всё!» slogan, the original imperative statement is significantly transformed: the grammatical form of command is softened by the emotional and auditory components, shifting the pragmatics from an aggressive call to action to a friendly invitation to active engagement. Particular attention is given to the phenomenon of speech perspective (as defined by K.S. Stanislavski), which becomes evident when the verbal component is detached from its iconic and auditory elements. The study demonstrates that the slogan starts to function independently as a phraseological unit, retaining the emotional component of its creolized source while functioning in new contexts related to success, overcoming challenges, and embracing life to the fullest. The analysis reveals a paradoxical transformation: originally perceived as an appeal to consumerism, the slogan takes on a new life in the context of self-actualization, personal achievements, and triumph over adversity. This is supported by numerous user-generated videos that utilize the expression as a marker of positive life philosophy, illustrating the process of a new phraseological unit emerging from an advertising slogan.

Keywords: creolized text; advertising slogan; semantic-pragmatic transformation; phraseological unit; media text; media discourse

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