МАТЕРІАЛЬНО-СТРУКТУРНІ ОЗНАКИ БАЗОВОГО КОНЦЕПТУ MARCHÉ У ТЕРМІНОСИСТЕМІ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ ФРАНЦУЗЬКОЇ МОВИ

Abstract

Marketing belongs to specialized terminology systems with a system of signs organized in a certain way, which nominates a set of concepts of a specific fragment of the language world picture. The semantics of the terminology system of marketing activities has certain characteristics and possesses a lexical toolset to ensure adequate communication between enterprises on the market, between the producer and the consumer. Terms as elements of a specific system have characteristic features. First of all, it is the material and structural feature that characterizes the term as a linguistic sign: it serves as its material basis and at the same time acts as a unit of nomination and part of the lexical and semantic system of the language. Perception of this or that object occurs under the influence of various sensorimotor factors, categorical schemes, stock of knowledge, in other words, the conceptual system of native speakers endowed with their standard ideas and personal evaluation system. Frame analysis, which is used as one of the most effective ways of presenting terminological lexical units, contributes to the optimal disclosure of their meaning and real use in language. The organization of lexical material in the form of a frame provides a combination of linguistic (the meaning of lexemes) and extralinguistic factors. A frame is a structured unit, within which certain components and relations between them are distinguished; it is a cognitive model that conveys knowledge and views about a specific recurring situation. Singling out basic concepts in the frame of marketing activities makes it possible to understand its essence. Therefore, marché (m) "market" is one of the basic concepts, as it is a part of full or partial semantic paradigms that function as a whole semantic unit, and their hierarchical sequence is determined by logical and environmental factors. Marché (m) in all its possible manifestations is the object of marketing activities, while the concept represented by the term marché is a nominative unit, which is accompanied by several derivatives that form families of words and are in relations of interdependence.