FIGURATIVE CONNOTATIONS OF THE ADJECTIVE “YELLOW” AND THEIR USE IN ADVERTISING TEXTS (ON THE EXAMPLE OF ENGLISH SLOGANS PLACED ON CLOTHES)

Abstract

In the article the history of the development of slogans in a costume is examined and their functions are identified; the use of colour adjectives in a derived associative non-colour meaning is considered as an unusual approach to creating slogans placed on clothes; positive and negative semantic meanings of the adjective “yellow” are defined. As a result of the analysis of eighty English advertising slogans placed on modern clothes, six groups of figurative semantic connotations are identified that appeared as a result of an associative rethinking of the main meaning of the adjective “yellow”. Within the framework of the analytical justification for the appearance of figurative connotations, the fact is established that the process of development of the accompanying symbolic meanings of the adjective “yellow” is due to the circle of stable associations adopted in a certain society at a particular historical moment. The material presented in the work allows us to conclude that the creative use of the colour adjectives in slogans will increase the effectiveness of the emotional impact of advertising texts on the recipient.