The Role of Color Words in French and Russian Advertising Discourse (Based on the Material of Online Stores of Cosmetics)

The present research deals with some key questions concerning the role of colour words in the discourse of advertising, with a focus on the French and Russian world models. The study is intended to shed more light on the peculiarities of the above-mentioned national world models and the language means of manipulating the customer as reflected in online stores of cosmetics. Besides, an attempt has been made to answer the question whether the national world model influences consumers’ choices. A comparative linguocultural analysis of the sets of colour words taken from Faberlic and Yves Rocher official websites has been conducted, as well as a survey oriented for the representatives of the Russian culture. The results of the study may serve as a basis for further investigation of the subject and could prove useful for practical purposes in the sphere of advertising. Key words: colour words, advertising discourse, online store, national world model, colour psychology, colour symbolism, linguocultural analysis