Manipulative Potential of Colour Names in Creolized Texts of Decorative Cosmetics Advertising (by Material of French and Russian Languages)

The article is devoted to the pragmatic component of a choice of colour names in the advertising Internet discourse. Attention is paid to the concept of creolized text in advertising. The importance of colour in this type of texts is substantiated. The object of the research is colour naming for dec...

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Autores principales:	L. R. Abdullina, E. V. Artamonova
Formato:	article
Lenguaje:	RU
Publicado:	Tsentr nauchnykh i obrazovatelnykh proektov 2019
Materias:	advertising discourse creolized text colour name copywriter manipulation Slavic languages. Baltic languages. Albanian languages PG1-9665
Acceso en línea:	https://doaj.org/article/c559b38e409341ba9b547185f840de1c
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id	oai:doaj.org-article:c559b38e409341ba9b547185f840de1c
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spelling	oai:doaj.org-article:c559b38e409341ba9b547185f840de1c2021-12-02T07:58:06ZManipulative Potential of Colour Names in Creolized Texts of Decorative Cosmetics Advertising (by Material of French and Russian Languages)2225-756X2227-129510.24224/2227-1295-2019-2-9-21https://doaj.org/article/c559b38e409341ba9b547185f840de1c2019-02-01T00:00:00Zhttps://www.nauka-dialog.ru/jour/article/view/1071https://doaj.org/toc/2225-756Xhttps://doaj.org/toc/2227-1295The article is devoted to the pragmatic component of a choice of colour names in the advertising Internet discourse. Attention is paid to the concept of creolized text in advertising. The importance of colour in this type of texts is substantiated. The object of the research is colour naming for decorative cosmetics in French and Russian languages. The material of the study is the data obtained from the sites of the leading Russian- and French-language online stores of cosmetics. In the course of comparative analysis the problem of informative capacity of colour names is considered, and their influence on the psycho-emotional sphere of the potential consumer is established. How to manipulate the mind of a recipient by method of the metaphorization of colour names is demonstrated, in which certain layer is of synesthetic metaphors. In the study of the psychological component the authors describe the appeal of copywriters to the emotions, the psychological state of the individual. There are gender-oriented and spiritual-cultural conditionality of colour names of products of decorative cosmetics. It is proved that colour designations appeal to spiritual values, national stereotypes, cultural and historical memory of an addressee. It is concluded that the use of borrowings registered in both languages, the actualization of different meanings of the lexical-semantic field of one word, the appeal to the semes of language units for the formation of the associative-colour image among consumers testify to the language game used by copywriters for the implementation of manipulative influence on an addressee.L. R. AbdullinaE. V. ArtamonovaTsentr nauchnykh i obrazovatelnykh proektovarticleadvertising discoursecreolized textcolour namecopywritermanipulationSlavic languages. Baltic languages. Albanian languagesPG1-9665RUНаучный диалог, Vol 0, Iss 2, Pp 9-21 (2019)
institution	DOAJ
collection	DOAJ
language	RU
topic	advertising discourse creolized text colour name copywriter manipulation Slavic languages. Baltic languages. Albanian languages PG1-9665
spellingShingle	advertising discourse creolized text colour name copywriter manipulation Slavic languages. Baltic languages. Albanian languages PG1-9665 L. R. Abdullina E. V. Artamonova Manipulative Potential of Colour Names in Creolized Texts of Decorative Cosmetics Advertising (by Material of French and Russian Languages)
description	The article is devoted to the pragmatic component of a choice of colour names in the advertising Internet discourse. Attention is paid to the concept of creolized text in advertising. The importance of colour in this type of texts is substantiated. The object of the research is colour naming for decorative cosmetics in French and Russian languages. The material of the study is the data obtained from the sites of the leading Russian- and French-language online stores of cosmetics. In the course of comparative analysis the problem of informative capacity of colour names is considered, and their influence on the psycho-emotional sphere of the potential consumer is established. How to manipulate the mind of a recipient by method of the metaphorization of colour names is demonstrated, in which certain layer is of synesthetic metaphors. In the study of the psychological component the authors describe the appeal of copywriters to the emotions, the psychological state of the individual. There are gender-oriented and spiritual-cultural conditionality of colour names of products of decorative cosmetics. It is proved that colour designations appeal to spiritual values, national stereotypes, cultural and historical memory of an addressee. It is concluded that the use of borrowings registered in both languages, the actualization of different meanings of the lexical-semantic field of one word, the appeal to the semes of language units for the formation of the associative-colour image among consumers testify to the language game used by copywriters for the implementation of manipulative influence on an addressee.
format	article
author	L. R. Abdullina E. V. Artamonova
author_facet	L. R. Abdullina E. V. Artamonova
author_sort	L. R. Abdullina
title	Manipulative Potential of Colour Names in Creolized Texts of Decorative Cosmetics Advertising (by Material of French and Russian Languages)
title_short	Manipulative Potential of Colour Names in Creolized Texts of Decorative Cosmetics Advertising (by Material of French and Russian Languages)
title_full	Manipulative Potential of Colour Names in Creolized Texts of Decorative Cosmetics Advertising (by Material of French and Russian Languages)
title_fullStr	Manipulative Potential of Colour Names in Creolized Texts of Decorative Cosmetics Advertising (by Material of French and Russian Languages)
title_full_unstemmed	Manipulative Potential of Colour Names in Creolized Texts of Decorative Cosmetics Advertising (by Material of French and Russian Languages)
title_sort	manipulative potential of colour names in creolized texts of decorative cosmetics advertising (by material of french and russian languages)
publisher	Tsentr nauchnykh i obrazovatelnykh proektov
publishDate	2019
url	https://doaj.org/article/c559b38e409341ba9b547185f840de1c
work_keys_str_mv	AT lrabdullina manipulativepotentialofcolournamesincreolizedtextsofdecorativecosmeticsadvertisingbymaterialoffrenchandrussianlanguages AT evartamonova manipulativepotentialofcolournamesincreolizedtextsofdecorativecosmeticsadvertisingbymaterialoffrenchandrussianlanguages
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Manipulative Potential of Colour Names in Creolized Texts of Decorative Cosmetics Advertising (by Material of French and Russian Languages)

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