Gorlachova V. Semantic field of color terms in the modern Russian-language advertising discourse.

The objects are the names of color functioning Russian-language advertising. The aim is to study the structure of central and peripheral zones of a Semantic field of color terms in the modern Russian-language advertising discourse in view of distribution to separate microfields. The methods are descriptive, componental analysis, associative experiment, statistical. Types of color terms of the Russian-language advertising discourse are analyzed: traditional color terms and new (occasional) ones using. Only some traditional Russian color terms are appropriate for the advertising, so they are present in the field. There are several groups of new color terms differ with semantic and formal signs. Semantic field of color terms in the modern Russian-language advertising discourse (advertising texts of the ending of the 20th and the beginning of the 21th centuries) is investigated in the research; its structure is represented: core, center and periphery with appropriate lexical filling. Semantic field zones of location of the advertising color terms are depicted according to their meaning, formal peculiarities and frequency of occurrence. Semantic and functional approaches of the analysis are to show the manipulative contents of the color terms of the Russian-language advertising discourse. Application spheres are the training courses.