ENANTIOSEMY OF PLACE NAMES IN ADVERTISEMENT TOURISM DISCOURSE
Journal Title: «Вчені записки Таврійського національного університету імені В. І. Вернадського. Серія: Філологія. Соціальні комунікації» - Year 2018, Vol 29, Issue 2
Abstract
The article focuses on the analysis of the shifts in place names semantics as general names and as place names in advertisement tourism discourse. The aim is to define the correlations of negative and positive semantic components in the place names structure. Our hypothesis is that place names can be viewed as enantiosemic units due to the correlation of semantic components in different types of discourse. The issue under study is the definition of “enantiosemy” and viewing it as polarization of “acquired meanings”. Place names in the advertisement tourism discourse can lose their original meaning and in various communicative situations shift it to the opposite (positive component ↔ negative component).
Authors and Affiliations
Т. В. Колісниченко
Keywords
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