Засоби вербалізації концепту «Родина» в українській і американській комерційній рекламі: зіставний аспект

Abstract

The purpose of the study – to compare and contrast the means of verbalizing the concept of “Family” in Ukrainian and American commercial advertising, and to identify similarities and differences in the ways in which this concept is presented in these two cultural contexts. According to the goal, the following tasks were set: - to study the theory of concepts in commercial advertising; - to reveal the main approaches in studying concepts in modern linguistics; - to investigate specifics of verbalizing the concept of “Family”; - to discourse a notion of advertising; - to consider examples common and different in means of verbalizing the concept of “Family” in Ukrainian and American commercial advertising.