ТИПОЛОГИЯ ЦВЕТООБОЗНАЧЕНИЙ ДЕКОРАТИВНОЙ КОСМЕТИКИ В СОВРЕМЕННОЙ РЕКЛАМЕ

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.