Lexical and semantic analysis of the concept of "advertising"

this article explores the practical aspects of a lexical-semantic analysis of the concept of "advertising" in Russian, taking into account concepts that incorporate basic approaches adopted in international studies of advertising discourse. This approach is a relevant area for both semaseology, cultural linguistics, and linguistic text analysis, as it is based on expanding understanding of semantic fields and basic concepts and is directly related to the linguistic-cultural code of a nation. The linguistic understanding of the concept of "advertising" begins with an interpretation of its functional and economic meaning, taking into account the lexical-semantic content reflected in entries in various types of dictionaries. The concept of "advertising" is a complex, multifaceted phenomenon characterized by polysemy, synonymous relationships, and a dynamically evolving semantic field. Rapid changes in the advertising industry (digitalization, personalization, new media) are transforming and enriching the meaning of this term, requiring a systematic description. The concept under analysis ("advertising") occupies a central place in a broad semantic field, closely interacting with terms in marketing, communications, and promotion.

concept, lexical-semantic analysis, semantic field, conceptual sphere, metaphor, cultural code, lexical meaning of a word