CONTEXTUAL SEMANTIC AND STYLISTIC TRANSFORMATIONS OF ADVERTISING GUSTATIVES

Abstract

The article is devoted to the analysis of gustatory vocabulary (nomen to denote food and drink) as a marker of food and taste culture of the Ukrainian people. The aim of the study is to highlight the most frequent contextual environment of gustator words within the sloganimicon of Ukrainian commercial advertising in the projection of their influential potential and linguocultural value. The aim was to perform the following tasks: to identify topical gustatives in Ukrainian advertising slogans in their dynamics; 2) to establish the most frequent contextual environments of such lexemes; 3) to explain the influential potential of the recorded patterns. The object of the article is Ukrainian advertising of food and beverages, the subject – gustatory vocabulary as a marker of a powerful advertising impact and as an element of national food and beverage mentality. The following general scientific and special methods were used during the research: analysis and synthesis, quantitative, descriptive to process the results of the study, continuous sampling to form a factual basis, as well as component, distributive and contextual-interpretive analysis to identify textual specificity and influential and cultural load of the analyzed lexemes. The source base is Ukrainian commercial advertising of food and drink, and the factual material is gustatory markers extracted from advertising slogans. Twenty-five advertising slogans were selected and analysed, within which the following gustatory markers were identified: varenyky, voda, horishky, zefir, yohurt, kava, kasha, kvas, kefir, kovbasy, moloko, morozyvo, oliia, pyvo, plavlenyi syr, syr, syrok, sik, smetana, snek, sous, tomatna pasta, khlib, shokolad, yaitsia (list is presented alphabetically). The most frequent and least used group of gustatory codes within food and drink advertising has been identified. We also found that the most frequently recorded gustatives appear in the following positions: a) gustatives used with artistic means: epithets, metaphors, comparisons, which increases the influential effect of the message as a whole; b) gustatives used with the assigned pronouns our, your, your, my, the adjective native, which causes unconditional trust of the consumers by creating a personal intimated space and accentuating certain national values; c) gustatives used with adjectives of the highest degree of comparison. It is established that the studied gustatory lexemes are bright markers of the traditional culture of culinary art of Ukrainians, an element of the centuries-old food and taste tradition of the Ukrainian people.