Abstract
The article is dedicated to the study of the linguocultural concept CHARM in the English language. The purpose of the work is to identify axiological characteristics of the concept CHARM in the English Internet-discourse based on text-recommendations «How to be Charming» etc. Axiological features in the structure of a concept underline particular importance of the corresponding fragment of the world to the speakers of a certain language, axiological attitude of a person to this or that object, notion. The object of the study — text-recommendations on creating the image of a CHARMING PERSON which have a pragmatic character and are used to teach the readers how to create one’s positive image in everyday communication and professional activity; the subject of the study — linguistic peculiarities of the given texts. Conclusion: inner and outer features of formation of a CHARMING PERSON image have been singled out in the process of our analysis. Inner axiological features of CHARMING PERSON are the content indicators of the concept CHARM; they are manifested through the domineering feature SELF-DEVELOPMENT or DEVELOPMENT OF PERSONALITY. Outer axiological features of CHARMING PERSON are physical indicators of the concept CHARM; they include mimic, eye contact, voice and touching features.
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