Abstract

The presented proposal to approach expressive appellation from a cognitive and cultural perspective in historical terms is an attempt to perceive certain continuity and permanency by common perception and categorization of the world, and specifically - of another man. Apart from obvious, in this case, axiological bases, it is worth remembering about explicit stability of appellative foundations of expressive lexis that are cognitively conditioned and generally based on the fundamentals of common categorization. In this dimension, the stability of expressive lexis is the most visible indeed. In the case of cultural factors, we can talk about larger flexibility and susceptibility to changes, nevertheless, we cannot forget that transformations in this sphere are not too significant as they just concern a few cultural factors (aesthetic standards, a role and place of religion in social life, modern age changes) which have transformed in time.

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