COLOR NOMINATION AS A COGNITIVE AND EMOTIONAL ACTIVITY (BY THE EXAMPLE OF COLOR DESIGNATIONS IN THE FRENCH LANGUAGE)

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In the process of creating emotive color structures, color nomination is considered as a product of cognitive-emotional activity. The purpose of the article is to show, using the example of the nomination of colors for consumer goods, the formation of complex mental emotive formations that program human consumer behavior. In today’s world of abundance and aggressive advertising, the consumer becomes immune to the influence of traditional marketing techniques. New methods and techniques that consider the individual psychological characteristics and states of a person (perception, imagination, memory, vision, touch, smell, emotions) are becoming relevant, since consumer behavior represents the interaction of cognitive and emotional processes due to external and internal circumstances. In this regard, the analysis of the perception of new information takes place in parallel with the study of the instincts and emotions that determine our needs, which are transmitted through color associations. Within the framework of neurolinguistic programming, color nomination is considered as a tool for influencing the buyer, its influence on the perception of information and decision making is studied.