DOI 10.51955/2312-1327_2023_2_113 

Yulia P. Chalaya

Abstract. The article is devoted to the analysis of the value aspect of the English advertising discourse. Using the example of advertising texts on different subjects, the specifics of key axiologically significant concepts that determine the value system of modern society is shown. The research material is 520 advertising texts published in the magazines Delicious Magazine, Elle, Healthy Food Guide, Marie Claire and posted on the Internet. The paper emphasizes the value-oriented nature of advertising communication, according to which, the advertising text is one of the most significant factors in the formation and distribution of values. Taking into account the results of the analysis of the factual material, the author comes to the following conclusions: 1) the English advertising discourse, represented by advertisements of food, clothing and accessories, is characterized by an axiologically determined nature and the presence of a number of value markers; 2) a positive assessment of the advertised product plays an essential role in the process of formation the value orientations of society; 3) the main markers that embody the axiological potential in the sample are the following concepts: a) freshness, taste, naturalness, benefit, enjoyment (food advertising); b) beauty, comfort, individuality, accessibility, quality (clothing advertising); c) beauty, quality, luxury, creativity, status (advertising accessories – watches, jewelry).

Key words: axiology, axiological markers, concept, English advertising discourse, advertising text, mass media space, evaluation, speech impact, value system, advertising language. 

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DOI 10.51955/2312-1327_2023_2_102

Victoria G. Morgun

Abstract. The New Year’s Receipt is one of the modern discursive practices in the Chinese linguoculture, through which parent forms a financially literate child’s personality. The article provides a comprehensive study of cognitive-discursive patterns «child – parent» interaction, the functioning of linguistic means in the process of text formation. The empirical material analysis has shown that the main lexical and grammatical features include legal terms, cultural names, localities, collateral service unions and bundles, digital registry, temporary constructions.

Keywords: cognition, discursive patterns, financial education, New Year’s receipt.

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DOI 10.51955/23121327_2022_3_142

А. А. Natpit

The subject of the article is the problem of forming the mental lexicon of Tuvan bilinguals. The experience of conducting a free associative experiment among Tuvan bilinguals and Russian monolinguals is presented, as well as the results of a survey on the most frequently used nouns in the speech of Tuvans. For the first part of the experiment, 10 most frequently encountered words in Russian were selected by interviewing Tuvan respondents to monitor the reactions of Tuvan and Russian informants to them. The conclusions are: 1) russian words give access to two mental lexicons at once – Russian and Tuvan; 2) monolinguals are dominated by syntagmatic reactions in Russian, while bilinguals have paradigmatic reactions even in Tuvan; 3) the number of updated links in bilinguals is greater than in monolinguals; 4) some connections among bilinguals are completely identical to those of monolinguals, but they are in the minority.

Key words: bilingualism, associative word content, Tuvan language, stimulus words.

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DOI 10.51955/23121327_2022_2_109

Andrey G. Fomin

Vladislav. I. Chobotar

Abstract. The cognitive foundations of proper names contain features that allow identifying algorithms and mechanisms for naming and creating a nickname both in real life and in virtual space. This article presents the analysis of characters’ names in the forum role-play fantasy game “Legends of Empya”, reveals the players’ motives while naming characters and describes mechanisms for creating a in-game nickname. The functioning of anthroponyms in the forum role-play game in various communicative situations confirms the importance of correct perception and understanding of names by other players for successful internal communication. The combination of semantic and cognitive aspects of the linguistic picture of the forum role-play game for understanding the functioning of in-game nicknames is a new and promising direction of modern linguistics, and the results of the study complement the existing onomastic theories.

Key words: in-game nickname, name choice motive, name semantics, linguistic picture of forum role-play game, cognitive aspect of communication

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DOI 10.51955/2312-1327_2021_3_87

Anastasia E. Muravieva

Ekaterina S. Muchkina

Abstract. In this article, the authors analyze the metaphors used to communicate one of the most important processes in human life – the process of learning – in the pedagogical Internet discourse. They conclude that this type of discourse features five dominant metaphors: LEARNING IS EATING, LEARNING IS A JOURNEY, LEARNING IS CLIMBING A MOUNTAIN, LEARNING IS BUILDING A PUZZLE, LEARNING IS BUILDING A HOUSE. The article will primarily benefit metaphor scholars and might also be relevant to anyone with an interest in the representation of different aspects of education.

Keywords: conceptual metaphor, education, learning, pedagogical discourse.

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DOI 10.51955/2312-1327_2021_3_72

Tatiana I. Semenova

Anna S. Ishenina

Abstract. The theoretical background of the research is a set of principles and assumptions of cognitive linguistics to the study of the interrelation of linguistic and cognitive structures. The goal of the paper is to consider linguistic conceptualization of mental imagery. Linguocognitive approach to mental verbs as mental representations enables to highlight the complexity of the semantic structure of imagination predicates. The paper brings into focus the issue of the categorical status of the linguistic phenomenon of imagination. It is argued that imagination is structured in the language as a modus category in which the role of the cognizing subject is fixed. The authors claim that modus of imagination represents a specific knowledge structure of the formation of mental images of objects, situations, and states of affairs in the mind of a cognizing subject. The findings obtained may be helpful for further study of the role of language in providing access to cognitive structures and to understanding how human mind works.

Key words: imagination, knowledge structure, mental representation, mental image, linguistic conceptualization, categorical status, modus.

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DOI 10.51955/2312-1327_2021_2_51

Tatiana I. Semenova

Anna A. Chapaykina

Abstract. The theoretical background of the research is a set of principles and assumptions of cognitive linguistics to the study of the meaning of a linguistic form in the context of other cognitive structures. The objectives of the paper is to consider semantic shifts of the verb find and reveal cognitive strategies of verbal semantic derivation. The research is based on the empirical data from available sources and corpora data. The study is conducted within the framework of cognitive semantics where language meaning is viewed as knowledge structure.

The paper considers the phenomenon of lexical polysemy from a cognitive perspective. Of particular concern is the issue of semantic extension of the polysemous verb find. The study brings into focus such parameters of the verbal meaning as taxonomic category of the verb and semantic roles of the participants. It is argued that the change of any parameter causes semantic shifts of the lexical meaning of the verb find.

 The results obtained may be helpful for further study of productive semantic derivation processes in the framework of cognitive semantics.

Key words: conceptualization, language meaning, polysemy, semantic derivation, cognitive domain, mental state, evaluative statement.

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DOI 10.51955/2312-1327_2021_1_55

Olga A. Kostrova

Abstract. Interdisciplinary approach is a basic research method of contemporary human sciences. Abroad, they reveal intralingual categorial interaction as well as interlingual interference and personal identification. In the last studies of Russian linguists, there are methods, principles and technologies of categorial transfer revealed. In cognitive linguistics, the problem of new definition of language and their functions is discussed. In this paper, the author continues the study of categorial interaction that was started in her previous work. Now, the study is devoted to analysis of verbal communication in monographs by domestic and foreign linguists. The author proceeds from the methodological principle of system holism that defines language type and cultural system based on context relation. In her analyses, the author uses the method of interpretation to explain the terminology and language units. She has revealed some specific features of categorial interaction in everyday, political and textual communication. Also, she has confirmed the thesis by Edward Hall about the fundamental meaning of the cultural context that defines language functioning. She precises the value of language system in verbal communication.

The research opens the perspectives for further studies which can generalize the interdisciplinary methods of linguistic analyses. These methods are high demand in a lot of spheres: by supervision of research, by expert supervision of theses and scientific papers as well as by participating on scientific symposiums and preparing the papers for publication.

Key words: categorial interaction, language system, cultural concepts, verbal communication, everyday communication, political speech, text

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