FUNCTIONAL AND PRAGMATIC ASPECT OF LEXICAL AND SEMANTIC MEANS OF REPRESENTATION OF SPANISH FASHION BRANDS

The article investigates the functions of lexical and semantic means in the representation of Spanish fashion brands in the publicistic discourse of Spain. It analyses the functions of terminology in the linguistic context with positive connotations, as well as the influence of stylistic means on the formation of the brands' image and attraction of the target audience. With the help of functional-pragmatic analysis, the study examines the peculiarities of the functioning of lexical and semantic fields, metaphors and epithets that modify the perception of the brand by the mass audience. The pragmatic functions of such linguistic units include the creation of brand associations with luxury, style, modernity and accessibility. It has been found that the use of elements of popular culture, in particular references to famous personalities and mass culture, contributes to the identification of brands with a trend.