Gudkova N. Formation of the concept "Exclusiveness" in Russian printed advertising text of the 19th-21st cent.

The thesis is devoted to the studying the concept "Exclusiveness" from the point of view of its formation in Russian printed advertising text of the pre-revolutionary, Soviet and modern periods. The analysis of printed exclusive-goods advertisements of three reference groups ("Perfumes, Cosmetics", "Jewellery, Watches", "Automobiles") reveals the tendencies of the concept "Exclusiveness" formation and development during the different historical periods, defines the influence of extralinguistic factors on the evolution of the concept. It is proved that the concept "Exclusiveness" is a phenomenon which has been changing during the time; it is fixed by the frame "Exclusive-goods advertising" which structure is changeable, too. The frame "Exclusive-goods advertising" evolution progressing from the simple formal expression to the complicated one there is a variation of the list of the concept "Exclusiveness" features. The paper analyzes and compares the frame features on the levels of either each reference group or generalized frame in different periods of the concept actualization. It is shown that the features of exclusiveness have positions of various priorities in the pre-revolutionary, Soviet and modern fragments of the concept actualization speaking for the stability of some features and the devaluation and growing potential of the others. The figurative component of the concept has been expanding during its formation as well. The retrospective understanding of the concept let reconstruct the concept "Exclusiveness" and determine the peculiarities of this phenomenon evolution.