SEMANTICS OF COLOR TERMS IN LIPSTICKS ADVERTISEMENTS

Abstract

The article reveals peculiarities of the use of color nomination in Chinese advertising. As an example of an area in which a large number of colorants are involved, Chinese advertising texts for decorative cosmetics are chosen. The lexicon denoting a color is a linguistic universal that has certain associations associated with each of the colors and varies from culture to culture. The authors argue that the search and systematization of these features of the semantics of color vocabulary is necessary to ensure effective interpersonal, interlingual, intercultural communication between representatives of different linguistic cultures. It has been proven that the colors fix the code accepted in the communication of Chinese consumers. The findings obtained as a result of the study allow giving an ethnopsychological description of the nominations, to identify important precedent texts, sociocultural connotations.