Features of the concept of happiness representation in PR discourse

Alla Petrovna Minyar-Beloroucheva,Olga Dmitrievna Vishnyakova,Elena Viktorovna Knyazhinskaya,Elizaveta Alexandrova Vishnyakova,Polina Igorevna Sergienko,G Sorokoumova,T Grob

doi:10.1051/shsconf/202112201009

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

Introduction

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

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Conclusion