In the section Linguistics
The concept «happiness» in the modern advertising discourse
Novosibirsk State Pedagogical University, Novosibirsk, Russian Federation
Ключевые слова
advertising discourse, russian language picture of the world, emotive concept «happiness», structure and content features of the concept
Abstract
The paper compares the elements of the concept of happiness in the Russian language picture of the world (based on the idiomatic system: idioms, proverbs and sayings) reflecting the people’ traditional idea of happiness, and the modification of this concept in the advertising discourse.
Bibliographic reference
Krylov Yuriy Vladimirovich. The concept «happiness» in the modern advertising discourse // Сибирский филологический журнал. 2013. № 3. Pp. 244–251.