THE LINGUISTIC AND COGNITIVE DIMENSION OF MODERN EUROPEAN SOCIAL ADVERTISING

Abstract

The article is devoted to the study of European social advertising as a special type of modern advertising discourse, namely, the definition of its linguistic and cognitive dimension and the related linguistic and pragmatic aspect. Advertising discourse is the object of study from the point of view of cognitive linguistics as a phenomenon that is an integral part of every person’s life, having a powerful impact on the linguistic environment and the linguistic and conceptual worldview of a particular ethnicity. The cognitive analysis of advertising, in turn, complements the linguistic analysis itself. Contemporary linguists consider advertising discourse as an object of linguistic analysis at different language levels, and on the basis of advertising discourse they trace and study the formation of neologisms in the lexicon and the use of non-standard grammatical structures in the syntax of the language of advertising. That is why advertising discourse is an inexhaustible material for analysis using the methodology of such modern linguistic sciences as cognitive linguistics and linguistic pragmatics, since advertising discourse is the so-called «language in action» and, given its pragmatic orientation, generates non-standard language design of advertising texts.
The analysis of numerous examples of advertising messages in the linguistic and cognitive aspect allows us to assert that advertising discourse is a complex phenomenon that condenses the entire linguistic potential based on the concepts typical for a particular ethnic group. Having studied the advertising of Belgium, Germany and France, we found that social advertising in these countries reflects the most acute problems of modern European society and is based on concepts typical for a particular society, namely, love of wine and gastronomy, care for the environment, and energy saving.
Thus, the contemporary European social advertising discourse is a multidimensional phenomenon and requires a comprehensive analysis based on several linguistic theories, especially from the point of view of cognitive linguistics and pragmatics.