AUTOCHTONES OF THE MODERN ENGLISH GASTRONOMIC ADVERTISING AESTHETIC DISCOURSE
Journal Title: Актуальні питання гуманітарних наук: Міжвузівський збірник наукових праць молодих вчених Дрогобицького державного педагогічного університету - Year 2018, Vol 19, Issue 1
Abstract
The article investigates the conceptual space of modern English gastronomic advertising aesthetic discourse as a system of hierarchically organized concepts-autochthons. In the context of gastronomic advertising discourse, we distin- guished a new kind of gastronomic advertising discourse – aesthetic, aimed at another target audience, where advertising is understood as aesthetic impact on the recipient in order to promote the product. Research in the field of aesthetics advertising highlights the importance of advertising messages for a person. The research material determines the gas- tronomic Internet texts of the network of Instagram that «do not fit» the norms of traditional gastronomic advertising discourse, with a special expressiveness of a specific aesthetic component. The object is of modern English gastronomic advertising aesthetic discourse and the subject is its conceptual space. The relevance of the study is that, despite a rather thorough linguistic analysis of modern English gastronomic discourse, there are currently no intelligence that would represent its conceptual space, as well as the conceptual space of its subspecies, one of which declares modern English gastronomic advertising aesthetic discourse. The isolation of the basic concepts of autochthons is carried out according to their specific weight in the discourse. The applied technique allowed using statistical calculations to identify 53 signif- icant concepts-autochthons within the 15 domains (food products, dish, beverage, food qualities, cooking process, food additive, taste perception, meal, origin, institution, blog, health food, food to go, feelings/emotions, human activity) of modern English-language gastronomic advertising aesthetic discourse. The fixed autochthons are the pivotal elements of the conceptual framework of the investigated type of discourse, which form its mental background and outline the com- plex knowledge of aesthetic gastronomic advertising relevant for the modern English native-speaker.
Authors and Affiliations
Tetiana SAVCHUK
Keywords
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