PRECEDENT PHENOMENA IN THE ADVERTISING ANNOUNCEMENTS OF WESTERN UKRAINIAN COOPERATIVE SOCIETIES

Abstract

Summary. The stylistic features of Ukrainian advertising created during the interwar period of the 20th century is analyzed in the article. The advertising texts of Western Ukrainian cooperative societies – enterprises, banks and insurance institutions – reflect the complex nature of their socioeconomic tasks: improving the well-being of Ukrainians, enhancing their national consciousness and promoting cultural heritage. The aim of the article is to reveal the connection between the content components of advertising announcements and the advertising strategy focused on the cognitive base of potential Ukrainian clients, as well as the instrumental actualization of its elements – precedent phenomena. The research methodology is based at the initial formation, systematization, description and analysis of the source base – advertising announcements of the cooperative societies «Dnister», «Regulator», «Suspil’nyi Promysl» and «Fortuna Nova», published in the Lviv newspaper «Dilo» in the 1920s – 1930s. The core of the linguistic analysis of advertising announcements is the descriptive-interpretative method, which allows the identification of folkloric-traditional and cultural-historical contexts in the use of precedent proper names, precedent expressions and depiction of precedent situations as semiotically significant signs relevant to the advertising strategy of Ukrainian national culture. The scientific novelty of the study lies in the fact that, for the first time in modern Ukrainian linguistics, the phenomena of precedents and intertextuality are examined based on advertising announcements, which are also being introduced into linguistic research for the first time. Conclusions regarding the specific facts of using proper names, situations, phraseological units and texts of various origins (folkloric, literary-conceptual, authorial, and popular) can be formulated as the assertion that Ukrainian advertising of the studied period demonstrates a distinct orientation toward clients with the appropriate cultural competence. It also testifies to the development of the advertising style of the Ukrainian language in close connection with Ukrainian cultural tradition in its verbal-textual manifestation.