Keywords
advertising discourse
connotation and denotation
collocation
metaphor and synesthesia
persuasive strategies
comparative semantics
How to Cite
Abstract
This article provides a comparative analysis of the semantic- pragmatic and stylistic properties of color-denoting lexical units in English and Uzbek advertising texts. The study uses a corpus-based approach to identify the denotative meaning, connotative layers (brand image, emotional evaluation, cultural symbolic meanings) and functional load of color terms in persuasive strategies. The analysis shows the mechanisms of value creation of color words through stylistic means such as collocational models (for example, “pure white”, “gold price”, “deep black”), metaphor, metonymy and synesthesia, as well as their combination with methods such as intensification, gradation, antithesis in headlines, slogans and taglines.References
1. Lakoff G., Johnson M. Metaphors We Live By. - Chicago: University of Chicago Press, 2003. - 256 p.
2. Barthes R. Mythologies. - New York: Hill and Wang, 1972. - 160 p.
3. Saussure F. de. Course in General Linguistics. - London: Duckworth, 1983. - 240 p.
4. Peirce C. S. Collected Papers of Charles Sanders Peirce. - Cambridge: Harvard University Press, 1931-1958. - Vols. 1-8.
5. Sinclair J. Corpus, Concordance, Collocation. - Oxford: Oxford University Press, 1991. - 179 p.
6. Cook G. Discourse of Advertising. - London: Routledge, 2001. - 260 p.
7. Dyer G. Advertising as Communication. - London: Routledge, 1982. - 192 p.
8. Fillmore C. Frame Semantics and the Nature of Language. // Annals of the New York Academy of Sciences. - 1976. - Vol. 280. - P. 20-32.
9. Ходжиев А. Х. Тилшунослик терминларининг изоҳли луғати. - Тошкент: Ўқитувчи, 2002. - 256 б.
10. Нормуродова Д. Реклама матнида лингвистик воситаларнинг прагматик хусусиятлари. - Тошкент: Фан, 2018. - 180 б.
11. Ўрозбаева Г. Замонавий ўзбек тилида коллокация hodisasi va uning leksik-semantik xususiyatlari. - Тошкент: Фан, 2019. - 230 б.
This work is licensed under a Creative Commons Attribution 4.0 International License.