The thesis introduces a new cognitive-discoursive approach to the study of the basic concepts TRADITION/ТРАДИЦІЯ, FAMILY/РОДИНА, HEALTH/ЗДОРОВ’Я, SUCCESS/УСПІХ in English and Ukrainian texts, including commercial advertising. The study defines the term discoursive concept in its cognitive framework against such related terms as concept, conceptual formation, metaconcept to reveal the mechanism of formation of secondary.
connotative significative meaning associated with the structural components of the concepts under consideration.
It is substantiated that due to the secondary signification the name of the product or service is attributed the meaning of the symbol of success, the personification of the family, the embodiment of health; accordingly, the purchase of goods is associated with the means of acquiring certain qualities or achievements.
A comprehensive research methodology involves a set of interdisciplinary special methods of linguistics, including comparative, componential, conceptual, semiotic analyses, added by the method and means of relevance theory, the theory of speech acts and other pragmatic theories, combined with methods of conceptual integration, archetypal, discoursive-semiotic, and intertextual analyses.
The research has identified distinctive and general features of the concepts TRADITION/ТРАДИЦІЯ, FAMILY/РОДИНА, HEALTH/ЗДОРОВ’Я,
SUCCESS/УСПІХ in each of the studied languages at the verbal, pragmatic, stylistic, semiotic, including visual semiotics, levels of their objectivation.
The basic concept of study is the definition of the discourse-forming concept, which is specified as a configuration of value meanings that determine the conceptual space of commercial advertising discourse by appeals to the target component of a person’s motivational needs to form certain types of consumer identities as discoursive constructs.
It is established that the involvement of discourse-forming concepts in advertising in the studied languages is aimed at achieving the second level of signification or mythologizing – when the name of the product will be identified by potential customers with a holistic concept, its conceptual features, or descriptors.
New in the dissertation is the discoursive-semiotic aspect of identifying the structural features of the studied concepts TRADITION/ТРАДИЦІЯ, FAMILY/РОДИНА, HEALTH/ЗДОРОВ’Я, SUCCESS/УСПІХ given the problem of discoursive construction of consumer identities.
