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DOI: 10.18413/2313-8912-2023-9-3-0-1

Hashtagging in advertising texts of international glossy magazines

This article deals with the peculiarities of the hashtagging process and the functioning of hashtags in print advertising. The importance of the research is explained by the linguists’ interest to the problem of the composition of a creolized advertising text, verbal and non-verbal means of expressing explicit and implicit meanings as well as units of linguistic compression. Important for the representativeness of the topic is the lack of knowledge of the specifics of the hashtagging process, types and functions of specific hashtags in creolized advertising texts. The sources of the study included Russian editions of international magazines published in 2019-2022: Tatler, Elle Decoration, Cosmopolitan, Men’s Health, Elle, Esquire, GQ, etc. To interpret the factual material, communicative-pragmatic and descriptive methods as well as the method of quantitative analysis were applied. The results of the study show that hashtags function predominantly in additive and image-centric types of creolized texts where the iconic component plays a leading role. They occupy a strong position in the composition of such texts and often functionally get closer to slogans. It is noted that the hashtags of advertising discourse of glossy publications are not distinguished by thematic diversity and represent three groups: “Clothing, footwear, accessories of premium class”, “Perfume and cosmetic products of global brands”, “Jewelry and watches of famous brands”. It was found that the hashtagging process in the analyzed texts has a number of specific features. Such features include the use of one-, two- and three-component hashtags, optional underlining, the dominance of hashtags in Latin rather than Cyrillic in the graphics, the rarity of language mixing, the activity of hashtags-phrases and hashtags-sentences. The author concludes that hashtags in the advertising communication of international magazines are distinguished by functional differentiation and multifunctionality.

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