| Article |
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| Article name |
Communicative Multi-functionality of the Russian Congratulating Card |
| Authors |
Butilskaya L.V.Candidate of Philosophy larissa76@list.ru |
| Bibliographic description |
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| Section |
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| DOI |
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| UDK |
811.161.1 / 316’28 |
| Article type |
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| Annotation |
The postcard represents a text that contains a variety of semiotic codes opening sociocultural
contents. A postcard or a greeting card is not only a symbol of a holiday, but also
from the point of view of linguistic culture (and linguosemiotics, intercultural communication
theory, etc.), it has very rich information about cultural identity of a society, about an impact
of cultural transformations that occur in society. In the Russian culture congratulating card
is considered as a necessary attribute of a holiday. For the Russian person giving a card
is not simple formal ritual but it’s firstly the warm expression of his feelings. The Russian
cards destined for concrete holiday event are characterized by especial style of decoration,
symbols, colour palette, specific etiquette formulas, used figurative expressive language
means. This set of specific elements presents the special code which is known by the
representative of the Russian culture but it’s necessary to be able to decode it by the representative
of the other culture. It’s possible to suppose that in the Russian culture the card
will always be the meaningful holiday element thanks to its multifunctionality. The Russian
card carries out the following functions: communicative, regulative, fatic, suggestive-magic,
emotionally expressive, esthetic, axiological. The realization of all these functions allows
the congratulating card not to lose its position but to develop filling with variety of the new
symbols (not to exclude the old ones), different stylistics of decoration, borrowing elements
from oriental and western cultures and etc.
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| Key words |
congratulating card, holiday discourse, Russian culture, communicants,sender, addressee, cards’ functions. |
| Article information |
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| References |
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| Full article | Communicative Multi-functionality of the Russian Congratulating Card |
