Abstract
The article deals with the concept of HAPPINESS in Public Relation discourse (PR discourse). The concept of HAPPINESS refers to one of the most important components of the linguistic worldview of each nation. Analysis of lexical units that verbalize the concept of HAPPINESS through the prism of PR discourse allows us to identify the linguistic features that create images contributing to the promotion of various ideas of PR campaigns especially dealing with food promotion. The desire to be happy is inherent in every person as an integral part of his or her nature. The persons’ ideas concerning happiness are included in the life system of their values and express their attitude to the world. The problem of human happiness has long been the most important issue of philosophy but presently of some transdisciplinary areas, PR campaigns included. The conducted study shows that happiness as the supreme good, as the possible and achievable state of human existence, is one of the main concerns of PR discourse. At present the interest in the concept of happiness and how to achieve it is of primary importance for PR councilors, responsible for the goodwill of their companies in the long run. Both at its associative level and linguistically it is achieved by means of connotatively loaded lexical units denoting taste and strong emotions, necessary for the empirical construction of happiness.
Highlights
Modern linguistics is noted for the increase of the role of anthropocentric, cultural and cognitive approaches to the study of language which is the primary source of knowledge concerning the conceptual structures of consciousness
The comparative method allows to discern a cluster of lexical units used in PR discourse that correlate with sense perception and cause the feeling of happiness
Among the factors that stimulate the evocation of the feeling of happiness is taste that incites the emotional uplift in the hearts and souls of the recipients by the appropriate linguistic means as referred to certain associations
Summary
Modern linguistics is noted for the increase of the role of anthropocentric, cultural and cognitive approaches to the study of language which is the primary source of knowledge concerning the conceptual structures of consciousness. In this connection the preference is given to polysemantic words describing complex concepts. Recent studies on happiness indicate cultural difference in perception of happiness, motivations to inspire it. In Asian cultural environment happiness is about collective feeling and shared positive affect. The common ground for different cultural settings is food as inherent part of the feeling of happiness. The culture of food consumption has been the subject of continuous studies aimed at revealing the governmental policy [4], food safety [5, 6], customary behavior [7], their attitudes [8, 9] and satisfaction
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
