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

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

Bibliography: