DISCOURSE WORLD AS PROJECTIVE MACROREALITY IN BRITISH ADVERTISING: COGNITIVE-SEMANTIC ANALYSIS

Abstract

Advertising discourse is analyzed from projectivity perspective: with regard to the construction of the global discourse meaning known as “discourse world” as mental macroreality exposed to marketing laws. Discourse world is a kind of mental space. Macroframes are its building blocks. Macroframes serve the basis of lexical categorization of thematically organized linguistic elements and establish the salient semantic characteristics of British advertising. Communicatively relevant thematic groups – foods, health and beauty, drinks, lifestyle, household goods – represent the actual space on the “cognitive map” of the discourse world. The lexemes can be further systematized into three cognitivesemantic fields – “product”, “service”, “product − service”. The functional imperative of advertising communication determines quasi systemic character of the discourse world. Its macrostructre is specified by the pragmatics of advertising and combines the characteristics of hierarchy and net. Communicatively relevant lexical units constituting the macrostructure of discourse world are organized other than traditional lexical system. Macrostructure of advertising discourse world is analyzed with prospect to further studies of discourse worlds in a comparative perspective.