Stereotype ''home'' in different types of discourse

The article is devoted to identifying the features of the folk stereotype of "home" in different types of discourse. The term "stereotype" is analyzed in this article as a mental unit, as a way of perceiving and storing segment information about the language world which displays a conventional, typical for the society perception model of a real phenomenon. Stereotype can be represented as a set of individual facets that characterize properties of significant realities. General cultural stereotype is peculiar to any culture medium, it is represented by different discursive variants caused by specific conditions of communicative speech activity. General cultural stereotype of "home" includes properties that we perceive as the most important for all members of a given society: "Own" space, limited / confined space, defence, family, etc. Discursive variants of this stereotype actualize various aspects of the common cultural stereotype of "home." Representation of home is primarily based on the mapping of human creative activity in relation to the realities in advertising texts. So, the stereotype of "home" will be presented by the function of the object and its appearance and structural elements in the discourse of advertising. Advertising discourse is focused on the psychological impact which ultimately should lead to the sale of goods or the provision of paid services to the actions of a human in relation to the described reality. Home is an object of human impact in advertising texts. The folklore stereotype of "home" displays general cultural understanding of the importance and value of the realities while the most important function of the realities is an association of people: "home" as the center of the hearth. It is not topical for advertising discourse, for example, where the house is the application of forces of a human. Various genres of folklore are also characterized by different variants of representation of one stereotype. In the genre of folk riddles home space is presented as a text on the housing, and riddles describe its components and objects in the house. The folklore stereotype of "home" in the texts of riddles primarily updates the idea of the subject characteristics of the reality: its appearance and structural elements. The stereotype of "home" is presented as a self-valuable fundamentally large-sized object in the traditional riddles, which are characterized by the presence of structural elements: the boundaries of the house (walls), openings to the outside world (windows, doors). This type of the riddles displays representation of a home as the foundation of the world (comparison with an oak, a bull). The human role is secondary in these texts, its presence and activities are not critical for the space of home. Modern riddles describe more properties of the guessing object, the folk stereotype of "home" begins to include facets uncharacteristic before: the function of the object, the locus and in a few cases mental human need for the reality as an essential feature of the object. The role of the human changes fundamentally: home exists to meet various human's needs. These changes are related to socio-cultural changes that have occurred in the second half of the 20th century and influenced by reassessment of human's place in the picture of the world as a whole and changes in the conditions of existence of the folk genre of riddles in particular.

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