LINGUOCULTURAL MARKERS OF COLORATIVES IN NAMES OF LIPSTICKS WITH THE SEME “FRUITS / BERRIES”

The article pays attention to linguistic and cultural markers when nominating colors in Chinese and Russian advertising discourse. It is shown that currently a promising approach to studying the semantics of color vo cabulary in the context of advertising cosmetic products. It is when creating an attractive image of a product such as lipstick that marketers often focus on associations of the desired color with fruits and berries. It is relevant to describe colors that are significant for Chinese consumers with the "fruit / berries" seme against the background of Russian color nominations. The material was 150 coloratives from catalogs of Chinese products, translated into Russian. To identify linguistic and cultural information, Chinese colors in the selected thematic group were compared with Russian ones (145 color nominations). The authors make an attempt to consider coloratives from the point of view of a modern linguocultural approach. A detailed review of the scientific views of Chinese and Russian scientists on the functioning of color names in different types of texts is made. The existing works on colors in the advertising industry of different countries and on the material of different languages are noted. The authors of the scientific article convincingly demonstrated how the use of color nominations can influence the emotional impact and perception of potential consumers. Frequency names for each language have been identified, which indicates the importance of correlating color with a particular fruit/berry, highlighting the associations they cause with smell, size, hue, brightness, temperature, mood, etc. Attempts have been made to identify gaps in the use of color names in the structure of advertising text. As a result of the study of other semantic groups in advertising discourse, a systematized set of coloratives will presumably appear, involving the use of color descriptions of fruits and berries in advertising of decorative cosmetics. The obtained results of the scientific research contribute to the development of linguoculturology and linguomarketing based on the peculiarities of perception of the lexical level in the linguistic consciousness of speakers of different cultures.