ENGLISH OCCACIONAL COLOR TERMS IN ADVERTISING TEXT

Abstract

The article studies English occasional color terms in advertising text. The specificity of occasional color terms as a special type of vocabulary within the advertising text is revealed. The material of the research is names of the colors of decorative cosmetics. A classification of occasional color terms is presented in accordance with motivational features that form the basis for the direct or indirect motivation. Both the presence and absence of associative connections between the name of a cosmetic product and the direct idea of color are revealed. The main strategy for naming an advertised product by marketers is the use of metaphors, in particular synaesthetic ones. This type of metaphor is based on intersensory transfer and is aimed at creating a unique and expressive image of the advertised product.