Olena V. Hlushchenko
Candidate of Philology, Associate Professor at the Department of Philology
State Institution «Odesa National Maritime University», Odesa, Ukraine
e-mail: gluschenko2828@gmail.com
ORCID ID: https://orcid.org/0000-0003-3317-5539
DOI: https://doi.org/10.24195/2616-5317-2024-38.2
SUMMARY
The article is dedicated to the peculiarities of the functioning of phraseological units of color nominations in modern advertising Internet discourse. The problem of studying the content and symbolism of colors through the prism of national cultural values acquires particular importance in the context of continuous integration both in the field of linguistic knowledge and in the field of intercultural communication, which in fact testifies to the relevance of scientific research. The interest in the study of color names can be explained by the fact that the symbolism of color names for each nation reflects in some way a unique worldview, a linguistic image of the world. Color names can reflect national history, the brightest historical periods. The study of color symbolism is also carried out in fields of knowledge such as psychology, linguistics, and ethnolinguistics. Since the use of color names reflects the traditions and history of a particular ethnic group, and also depends on the geographical location, climatic conditions, etc. Most phraseological units of color names can be represented by phrases that are formed according to patterns typical of advertising texts. The morphological peculiarity of the phraseological units of color designations in the Anglo-American advertising Internet discourse is that they are expressed by nouns and adjectives as well as by other linguistic parts. As a result of comparing the frequency of the use of simple and complex phraseological units of color names in English-language advertising texts, it was found that the highest frequency of the function of complex phraseological units of color names is observed in the field of cosmetics and the lowest in the field of clothing advertising.
Key words: advertising Internet discourse, color symbolism, intercultural communication, phraseological units.
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