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The article examines the color values of the French language through the prism of gender issues and the processes taking place in the modern French society. The gender semantics of color designations is studied from the point of view of biological and socio-cultural characteristics of men and women, as well as taking into account marketing communications aimed at creating “male” and “female” color names for consumer goods. Cultural and social changes are reflected in the color category, in particular, in the gender semantics of the color of everyday goods. The article analyzes the color nominations of cosmetics and cars from the point of view of gender stereotypes that are introduced into the minds of consumers according to sociocultural norms that determine the psychological qualities, behaviors and activities of a person. Marketers and designers use gender differences when nominating a new color shade of a product in order to maximize its compliance with the value priorities of the consumer, which are changing in the context of globalization and reducing the differentiation of the social roles of men and women. In order to interpret the gender semantics of color values, the article presents the results of a free associative psycholinguistic experiment, during which the presence of values was recorded, both coinciding in the representation of men and women, and demonstrating the features of associative fields in conceptual pictures of the world.

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.

In the process of creating emotive color structures, color nomination is considered as a product of cognitive-emotional activity. The purpose of the article is to show, using the example of the nomination of colors for consumer goods, the formation of complex mental emotive formations that program human consumer behavior. In today’s world of abundance and aggressive advertising, the consumer becomes immune to the influence of traditional marketing techniques. New methods and techniques that consider the individual psychological characteristics and states of a person (perception, imagination, memory, vision, touch, smell, emotions) are becoming relevant, since consumer behavior represents the interaction of cognitive and emotional processes due to external and internal circumstances. In this regard, the analysis of the perception of new information takes place in parallel with the study of the instincts and emotions that determine our needs, which are transmitted through color associations. Within the framework of neurolinguistic programming, color nomination is considered as a tool for influencing the buyer, its influence on the perception of information and decision making is studied.