Color semantics in the context of cultural interaction (on the french language example)

Abstract

The article is devoted to changes in the semantics of color symbols in French from the 20th to the 21st centuries within the framework of cultural interaction. The examples chosen for the study are the names of the colors of everyday goods, because, as a communicative means of action, they are used as an emotional argument aimed at manipulating the buyer’s will at the level of his neuropsychological processes. Emotional color information is realized through advertising texts, verbal components of logos and emblems and refl ects, by creating additional meanings and connotations, the value preferences of buyers. In today’s world, with the growing interest in consumer goods, marketers are creating original color shades, which, on the one hand, are aimed at promoting the product, and, on the other hand, are features of the color categorization of a given era. The starting point is that, as part of the convergence of cultures, the process of creating color designations with a color reference represented by facts or realities from a foreign culture, is accompanied by the integration of intercultural concepts and the creation of a new mental space. The work uses the results of a study of the dynamics of the connotative potential of color designations in French of the XX–XXI centuries conducted on the material of advertising catalogues, websites of everyday goods and dictionaries of modern French language.

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