Keyword: «lexical means»

This article is devoted to the study of "love" concept in modern English-speaking musical culture. In order to describe the modern linguistic and cultural specifics of "love" concept, the authors selected and systematized the lexical means of expressing "love" in the lyrics of contemporary English-speaking musicians. On the basis of the semantic and contextual analysis of text fragments, the authors concluded that love is the most significant feeling and value in the life of native English speakers; the concept of love can include the broadest, sometimes contradictive meanings in the minds of English speaking people; it combines both the national and cultural specifics and more universal ideas of love, reflecting the emotional state of any person beyond time or nationality.

This article describes lexical means which are used to express hate speech in Internet communication and presents some results of the analysis of relevant controversial texts within the framework of linguistic expertise for the period 2020 – 2022.

This scientific article is devoted to the analysis of lexical manipulation tools used in street advertising in the city of Yakutsk. The purpose of the study is to identify lexical techniques and methods that are used to influence a potential consumer and form his preferences in the field of consumption.The study analyzed a significant number of advertisements placed on the streets of the city of Yakutsk. The lexical units used are studied in detail, such as emotionally colored words, words and expressions associated with success, prestige, achievements, common words, words that create a sense of urgency and necessity, as well as the use of comparisons, oppositions, means of visual expression (metaphors, epithets). The results obtained are of practical importance for specialists in the field of advertising and marketing, since the study of lexical manipulation tools will help them create and distribute advertising messages more effectively. In addition, the study will allow linguists and sociologists to better understand the process of shaping human behavior and decision-making in an information society.