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Article

Name: The concept «happiness» in the modern advertising discourse

Authors: Krylov Yuriy Vladimirovich

Novosibirsk State Pedagogical University, Novosibirsk, Russian Federation

In the section Linguistics

Issue 3, 2013Pages 244-251
UDK: 81'37DOI:

Abstract: The paper compares the elements of the concept of happiness in the Russian language picture of the world (based on the idiomatic system: idioms, proverbs and sayings) reflecting the people’ traditional idea of happiness, and the modification of this concept in the advertising discourse.

Keywords: advertising discourse, russian language picture of the world, emotive concept «happiness», structure and content features of the concept

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