LEXICAL AND SEMANTIC PARAMETERS OF ITALIAN FASHION: DISCOURSE OF THE INTERNET

Abstract

In the article the brought results over of internet discourses lexical and semantic parameters of the Italian fashion. The lexical and semantic field of the texts offered to the consumer on the official web pages of the Italian houses of fashion is analysed. In texts direction of motion is traced from all clothing (гардероба) of one fashion of man known in the world, by implementation of successive operations : mixing, combining and combination of elements of cutting out and sewing, to creation of one unit that will present value in everyday life (beautiful and at the same time comfortable clothing). The lexical
and semantic parameters of the Italian fashion are distinguished: «fabric / material», «décor» and «color». The national specific of the lexical and semantic field appears in an amount present in the field words and in character of logical connections between the components of the field. As in a woman fashion the Italian designers much attention spares to the fashion of dress, it is marked expediency of selection of lexical and semantic parameters «dress», «cut», «sleeve». Parameter a «dress» characterizes length and fashion: «mini», «maxi», «free cutting out». Parameter a «decor» serves as a decoration and advertisement of brand. A parameter a «cut» differs after a form and correlated with setting of dress: business, solemn, evening, wedding. Parameter a «sleeve» has a double value: 1) covers a hand and 2) underlines beauty of woman hand. A parameter a «color» embraces first of all classic colors: white, black, red, green, blue. On the example of parameter «color»: the blackgrey-white-transparent is marked that the lexical and semantic parameters of fashion broaden constantly. The emotionally painted vocabulary is presented by the names of collections of clothing. Further research is needed by the stylistic parameters of the Italian fashion: style «modern», newest, luxurious, divine.