COGNITIVE MODIFICATIONS OF RELIGIOUS CONCEPTS: BIBLICAL PERSONAL NAMES IN MODERN BRANDING (BASED ON ENGLISH MEDIA)

Abstract

Axiological framework of language and cognitive pictures of the world is a marker of cultural and social and moral state of the society. Religious concepts as axiologicaly marked units of knowledge constitute a subject of particular linguistic interest, within the perspective of development of globalisation and secularisation trends. The paper highlights forms of cognitive modifications of religious concepts ‘BIBLICAL FIGURE’, ‘SIN’ and other. The material of the research comprises 18 English brands (official sites, web pages on history and philosophy of branding, charts, social network accounts, advertising campaigns). The use of biblical personal names as brands is studied; the possible determinants of choice of biblical names are suggested. Four main models of use of biblical personal names are defined, the models are ranged due to the level of cognitive modification. The article shows the examples of such cognitive modifications as demetaphorisation, desacralisation, cognitive substitution in modern branding.