Structure and functions of "commercial" color terms in online catalogs of cosmetic products

The article investigates the processes of expanding the lexico-semantic field of color terms. Its aim is to analyze the structure of "commercial" color terms and identify their functions. The material consists of 627 color terms, collected via continuous sampling from the online cosmetics catalogs of the brands VIVIENNE SABO, Christian Dior, Influence Beauty, L'Oreal Paris, and Yves Rocher. The study employs the method of linguistic description-analyzing the use of color terms in online catalogs and identifying typical and specific features of "commercial" color terms-in combination with techniques such as interpretation, classification, and contextual analysis. The article analyzes units that reflect contemporary trends in cosmetology and describes the methods of forming "commercial" color terms: (1) words: conversion (mirage, tulle, denim, etc.), compound words (pink-beige, white-beige, etc.); (2) combinations and collocations: combinations of adjectives, where one is already a color term and the other specifies the shade's intensity (poisonous matte matte, natural pink, etc.); combinations of an adjective and a noun (golden glow, rose quartz, etc.); (3) sentences: two-member sentences (I maximize, I research, etc.), one-member sentences (beyourself, always grace, etc.), and incomplete sentences (only in Paris). It is established that the structure of "commercial" color terms in language represents a set of elements related to color designation, characterized by expressiveness, and evoking specific associations connected with emotional perception, cultural codes, and fashion trends. Units containing an existing color term have the potential to transcend the narrow scope of their initial application. Nevertheless, a significant portion of "commercial" color terms remain occasionalisms, failing to gain widespread use and remaining confmed to specific catalogs. The primary function of "commercial" color terms is pragmatic: these creative, vivid color terms attract attention to the products they describe, exerting an emotional influence on the consumer. The cognitive function is realized when these color names serve to categorize shades by linking them to specific objects or phenomena, creating cognitive associations. The cultural-marker function becomes relevant when color terms reflect cultural, historical, or geographical features. The author declares no conflicts of interests.

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