Representation Facilities of the Concept “Price” in the Ukrainian Advertising Discourse (on the Material of Commercial Texts).
DOI:
https://doi.org/10.31558/1815-3070.2018.35.11Keywords:
a concept, conceptualization, an advertising discourse, an advertising text, representation facilities, verbal actualization, language facilitiesAbstract
Among all the diversity of approaches to understanding the concept, in our interpretation the dominant is psycho-linguistic definition, according to which the concept is a shaped basis that has an individual-sensory character because it is formed on the base of the personal experience in interaction with the world.The conceptualization processes in the advertising sphere are determined by the advertisement text's semantic structure. Taking into account the fact that in the advertising sphere a language serves as an instrument of influence on the consumer's consciousness, it is increasingly necessary to search for short attracting recipient's attention linguistic signals, a special place among which is assigned to the conceptual signs.
Price is the most important factor in the consumer perception of the product. It not only reflects the commodity value, but also affects on the long-term demand formation, based on the product usefulness and consumer satisfaction.Therefore, its linguistic implementation is extremely important. The concept actualization is carried out with the help of adjective and verb markers, metaphors, hyperboles, lithots, images and sounds.
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