CULTURALLY SIGNIFICANT COMPONENTS OF LIPSTICK COLOR NAMES WITH A SEME ‘DRINKS’

Abstract

The center of scientific analysis presents color nominations in advertising of women’s products. The authors pay attention to peculiarities of determining the shade of color in the presence of several lexemes. Color vocabulary is universal across languages, but has its own characteristics and associations that vary from culture to culture. The need to describe and systematize the semes in color names is argued to ensure effective communication between representatives of different cultures. It is proven that linguistic marketing widely uses an arsenal of color descriptions that convey important cultural meanings for China. It is concluded that in an advertising text with an offer of lipstick, it is the color vocabulary that maximizes the buyer’s choice in favor of one or another offer and significantly influences the creation of the desired atmosphere and the successful transfer of emotional charge. It is noted that cultural associations are particularly important in the context of communication to ensure understanding and effective influence on consumers of different cultures.