THE TYPOLOGY OF COLOUR DESIGNATIONS FOR DECORATIVE COSMETICS IN MODERN ADVERTISING
Journal Title: Мова - Year 2014, Vol 0, Issue 21
Abstract
The article is devoted to questions of advertising color terms typology. Structural and semantic features of modern advertising color terms are analyzed. Both dynamic and manipulative basis of modern advertisement influence its vocabulary, we can see it in color naming too. Advertising color names have naming and manipulative functions at the same time, attracting target customers. The Russian-language advertisement has its own traditions but nevertheless it borrows sociocultural and verbal features of international advertisement, so modern advertising color terms are not only traditional color terms but new types of them — new (occasional) ones. As a traditional color term we consider an adjective with main color meaning. Only some traditional Russian color terms are appropriate for the advertising, so they are present in the ads. All traditional color terms can be divided: part of them is derivative by their meaning and the other is not. Semantically derivated units, which are based on natural objects’ names, are more frequent in modern advertising. Besides traditional color terms and borrowings there are several groups of new color terms differ with semantic and formal features. We defined them as ‘functional color terms’- semantically derivated non-changeable color terms, they name colors just in advertising text. A great part of functional color terms is based on lexical units without denotative and significant color semes in the meaning. Conversion is one of the most frequent ways of new color terms forming, as a rule, word combinations (Adj +N) with color meaning become advertising color term. It should be stressed that part of the meaning ‘appreciation’ is typical for occasional color terms in modern advertising text.
Authors and Affiliations
Tatyana A. KHEJLIK, Victoria V. GORLACHOVA
Keywords
Related Articles
- EP ID EP425752
- DOI -
- Views 62
- Downloads 0
THE INTERACTION OF ASPECT AND STATE IN DIFFERENT DISCOURSES
The main aim of article is the analysis of the interaction functional items of grammar (functional-semantic fields — FSF, functional-semantic categories — FSC), in general, meaningful level on the base of interaction of...
«INDIFFERENCE, FROM WHICH THE FABRIC OF LIFE IS WEAVING»: «THE AVERAGE PERSON », THE SUBJECT OF EVERYDAY LIFE
The publication is devoted to the definition of the person of ordinary discourse. The person of ordinary discourse can be described by means of stereotypical models and self-identification such as «commoner», «man in the...
SCENARIOUS SPECIFICITY OF REGIONAL PHRASEOLOGY
The purpose of this work is to define the features common to phraseological units that arise on the basis of local / regional scenarios and function in territorially limited regions of the spread of the Russian language....
ERGONYMS AS COMPONENTS OF PHARMACEUTICALS ADVERTISING TEXTS
The article deals with the functioning of ergonyms in pharmaceuticals advertising texts. The purpose of the article is the analysis of the ergonyms functioning in pharmaceuticals advertising texts. The tasks are defining...
Categori Cal characteristics of the English noun from the point of view of the prototype theory
The object of the study of this article is the formation of the prototypical categories in human mind and analysis of the process of development of prototypical grammatical categories The subject of our investigation is...