THE LINGUISTIC-COGNITIVE ASPECT IN STUDYING WOMEN’S EMOTIONAL-EVALUATIVE LEXIS IN ADVERTISING DISCOURSE

Abstract

The subject matter of the article covers women’s emotional-evaluative lexis to study the linguistic-cognitive aspects of advertising, which determine the ways of influencing the critical thinking of the audience. The authors consider the theoretical prerequisites for applying the linguistic-cognitive approach as the key methodology to analyze the language of advertising in conjunction with the approaches used in the framework of gender linguistics. The relevance of the study stems from insufficient scientific coverage and the lack of a systematic description of the linguistic-cognitive aspects of advertising discourse in general, and the goals of using women’s emotional-evaluative lexis in the advertising text, in particular. Study results suggest that the main techniques implementing women’s emotional-evaluative lexis in an advertising text include anaphora, comparison, opposition, clarifying questions, hyperbolisation, etc. These language tools are used to promote generally accepted stereotypes and influence advertisement recipients - women who are the target audience of the advertised goods. Study results can be applied in further research covering the linguistic-cognitive aspects of advertising and gender-specific facets of emotional-evaluative lexis.