Actualization of color lexicon functions in economic discourse

The article adopts an approach that recognizes the adaptation of language use to changing communicative conditions and requires linguistic analysis with the obligatory consideration of the purpose of linguistic means in a certain type of discourse. The focus of this study is on the functionality of color terms in English-language economic discourse, which meets the demand to study the correlation between different discourses and specificity of color lexicon. Modern economic discourse is characterized by the wide use, expansion of color palette, complexity and creativity of the semantics of color terms. The aim of the study is to identify, describe and analyze the peculiarities of the functions of color lexicon in economic discourse and thus verify the hypothesis about the influence of pragmatic and functional parameters of discourse on the functioning of color terms as a lexical group. The material of the study comprises examples of color lexicon use selected from modern English-language media texts and materials of Internet resources with economic content. Color terms are analyzed using semantic, cognitive, contextual, discourse analysis as well as linguocultural and comparative methods. As a result, ten functions of color terms are singled out: nominative, heuristic, terminological, classifying, integrating, evaluative or axiological, symbolic, persuasive, text-forming, as well as the function of visualization of economic information, the latter as well as the heuristic functionща color terms being singled out and described for the first time. Comparative analysis shows that the purpose of color lexicon in economic discourse basically coincides with its functionality inherent in it as a part of the lexical system of language, but specificity of implementation, variability and multifunctionality reflect adaptation to the communicative features of economic discourse, emphasizing its typological characteristics