Англоязычный лингвокультурный сценарий “Marketing”: структурно-семантические особенности языковых единиц

Abstract

The aim of the study is to identify the structural and semantic features of the linguistic units that are the means of linguistic representation of the English-language linguocultural scenario “Marketing”. The paper sheds light on the notion of a “linguocultural scenario”, describes the frame structure of the scenario by highlighting the supporting concepts and sub-concepts. The scientific novelty of the study consists in considering the English-language linguocultural scenario “Marketing”, which has not previously become the object of research, as a cognitive scheme of a speech situation using an integrated cognitive and cultural approach to linguistic material. As a result of the study, the predominance of structurally separable nominal linguistic units was determined, they are represented by non-prepositional constructions, two-component phrases with a deverbal substantive as a core element, means of compressive word formation and two-word verb phrases. Affixal agentive nouns, compound nouns denoting types of goods and basic terms of the marketing sphere, emotionally charged adjectives used in describing the qualities of goods and services, verbs of the business sphere and “highly specialized verbs” of the marketing domain predominate among structurally inseparable linguistic units.