Теории за конотацията и реализацията им в рекламните текстове [Connotation Theories and Their Implem...

Interest in connotative phenomena is dictated by the fact that they reveal the enormous potential of language to generate new meanings that can be hidden or explicit, strictly subjective or reflecting cultural-historical and social realities. Language connotations are a cognitive process that reflects certain mental and value attitudes encoded in the language. Decoding these attitudes is one of our tasks. In the study, on the basis of a survey of the works that examine the connotations, a definition is provided by delineating the eight most important specifics of the phenomenon. The implementation of connotations in the advertising texts is analyzed through the theories of R. Barthes, K. Bohman, J. Dutand, T. Peytman.