CULTURAL PICTURE OF THE WORLD, REPRESENTED BY BRANDS (BY THE EXAMPLE OF EUROPEAN UNION COUNTRIES)
Demidenko Kseniya Anatol'evna, Podgornaya Ekaterina Arturovna
Kemerovo Institute (Branch) of Plekhanov Russian University of Economics
Abstract. The article attempts to apply a conceptual apparatus of cognitive linguistics in the marketing studies. On the base of a survey method the authors examine the questions of verbalization of the concept "brand". As a result of the systematization and analysis of the collected material a brand cultural picture of the European Union countries is made, nuclear/peripheral brands and categories of goods are revealed, and also the graphic image of verbalized brands as a component of a na?ve picture of the world of the interviewed is analyzed. The study has allowed revealing how a brand picture of the world is verbalized in the recipients’ conception graphically and factually.
Key words and phrases: лингвокультурология, когнитивная лингвистика, картина мира, междисциплинарный подход, бренд, linguistic culturology, cognitive linguistics, picture of the world, interdisciplinary approach, brand
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