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February 2015, № 2 (177)

Dmitrieva N.M., Zavadskaya A.V. THE ETHICAL CONTENT OF THE CONCEPTS OF "LIFE", "MIRACLE", "HAPPINESS" AND THEIR USE IN ADVERTISINGThe authors consider the ethical fullness of the concepts of "happiness", "miracle", "life", typical for the Russian mentality. The semantics of the concepts is analyzed in the lexical entries of Russian and Church Slavonic languages. The use of enumerated concepts is explored in the texts of modern advertising. Key words: concept, mentality, linguistic view of the world, ethical burden, connotation.


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About this article

Authors: Dmitrieva N.M., Zavadskaya A.V.

Year: 2015

Sergey Aleksandrovich

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