WAYS OF ACTUALIZATION OF TASTE SYNESTHESIA IN ADVERTISEMENT TEXTS

Abstract

The key point of the article is the research of the ways of taste modus actualization, or taste synesthesia, in advertisement texts of visual, visual-acoustic and acoustic types. Synesthesia is researched as a cognitive phenomenon and a linguistic universal. There is an idea that synesthesia can be realized at the border of various semiotic systems when receptors stimulaion takes place which in its turn causes emotional reactions and sensorial feelings actualization, connected with some other modes. Psycholinguistic mechanisms of the taste modus impact by advertisement texts is also observed in the article. There are various classiications of synesthesia types in advertisement discourse. The research is focused on the following types of synesthesia: visual-taste, taste-visual, au-dial-taste, taste-audial, tactile-taste, taste-tactile, smell-taste, taste-smell. The author has pointed out common features of taste synesthesia representation in the provided types of adver- tisement texts. The most frequent variant of selling texts contains words with subject meanings: concrete nouns, qualitative adjectives, verbs that make potential customers get associations based on their personal feeling experience. There is one more very important feature of the researched advertisement - high quality of the adverts. This includes high quality of photos of printed advertisement, great videos for video advertisement, high quality audio for audio advertisement. This proves that smell and taste transferring involves audial and visual modes as well. Therefore, we can conirm that taste synesthesia is one of the ways of selling texts creation and it is also one of development directions of psycholinguistics and marketing linguistics.