Concept ''PART-WHOLE'' in advertising texts and ways of its representation

The article examines the parametric ''PART-WHOLE'' concept as one of conceptosphere cognitive units of advertising discourse. The author of the article means by concept a unit of mental or psychic resources of human consciousness and information structure that reflects knowledge and experience of people. The analysis is carried out on the basis of advertising texts that contain the idea of a part and a whole. An advertising text is a semiotic system, which includes both verbal and non-verbal cues and elements and which has rational or emotional impact on a consumer by means of special methods and techniques. The ''PART-WHOLE'' concept as any concept can be structured. Advertising texts objectify three structural components of this concept: 1) 'idea of a whole'; 2) 'idea of a part'; 3) 'idea of a part and a whole'. The main way of structural components representation of the ''PART-WHOLE'' concept is verbalization which is understood as representation of ideas with the help of linguistic units. The author identifies and describes three groups of verbalizers (linguistic units): lexical, phraseological and grammatical. Lexical verbalizers are lexemes with the semantic feature 'part' or 'whole' in their meaning. Phraseological verbalizers are stable statements with the semantic feature 'part' or 'whole' in their Lexical verbalizers are lexemes with the semantic feature 'part' or 'whole' in their meaning. Phraseological verbalizers are stable statements with the semantic feature 'part' or 'whole' in their meaning. Grammatical verbalizers are a whole set of grammatical structures, which objectify the idea of a part and a whole. The type of verbalizer depends on the represented structural component of the concept. For example, lexical-phraseological and grammatical verbalizers are used to objectify the structural components 'idea of a whole' and 'idea of a part', grammatical verbalizers are used to objectify the structural component 'idea of a part and a whole' only. By representation of the structural components 'idea of a whole' and 'idea of a part' the qualitative and quantitative composition of verbalizers is predictable and countable. As a rule, lexemes or grammatical constructions with the semantic feature 'whole' or 'part' in their meaning are used this way. By representation of the structural component 'ideas of a part and a whole' the qualitative and quantitative composition of verbalizers is unpredictable and uncountable as any subject of the world model correlating with any of the reference area can be considered as a whole, which consists of the most different and unexpected parts.

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