Features of the concept “food” in advertising radio discourse
Food is a human’s vital need. The attitude towards nutrition is reflected in the cultural and everyday lifestyle of modern society, in language and communication activities. Global processes have had a particular impact on eating culture in recent decades: food from a natural, biological need of a person turns into a kind of cult, which, in addition to actually eating food, includes various human activities. That’s why the concept "food" attracts the attention of linguists by the variety of lexical and phraseological means of representation, the semantic components of which actualize the attitude within society to food issues in a particular linguistic culture. This article discusses the features of the conceptual values and image components of the "food" concept in the advertising radio discourse. Having a communicative peculiarity, advertising discourse on the radio has its own uniqueness from other types of advertising by the absence of a visual picture. The verbal component is more important since the advertising product is represented only with the linguistic means. Using the continuous sampling method, we selected eight hundred advertising audio spots then we selected texts with the words food, breakfast, lunch, dinner, cuisine, dish, dessert, menu, taste, baking and appetite. Examining the etymology and dictionary interpretations of the food lexeme, we conducted a semantic analysis of the advertising texts, in which we identified the core, near and far periphery of the "food" concept. The conceptual analysis based on the field structure allowed us to analyze the features of the concept, considering the content component (semantic field), figurative elements and associated values. The author concludes that through the prism of advertising radio discourse, it is possible to trace the changes in traditional attitudes associated with food culture. In modern Russian society there is a tendency to abandon cooking at home and as a result an increase eating out in restaurants. Ordering and delivery of ready-made food has become very popular as well. This research can be used in classes for cognitive linguistics, lexicology and text linguistics, in the training of specialists in the field of advertising and public relations.