STRUCTURAL-SEMANTIC, LINGUOPRAGMATIC AND MOTIVATIONAL CHARACTERISTICS OF EMOTIONS MACRO-FIELD IN MEDIA-ADVERTISING TEXT
Savelova Liliya Vladimirovn, Skidan Valentina Pavlovna
North-Caucasian Federal University
Abstract. The authors present the analysis of language units that represent the ideas of positive and negative emotions in media-advertising text, consider emotional estimation as a universal mechanism of categorization that allows embedding perceived object into the "deep" semantic space of subject and participates in the formation of the media-advertising picture of the world; and also come to the conclusion about the specificity of the lexical representations of the macro-field of emotions in national television advertising.
Key words and phrases: лексико-семантическое поле эмоций, макрополе эмоций, концепт "радость", языковая картина мира, медиарекламная картина мира, мотивационные характеристики, медийно-рекламный текст
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