Phytonyms as a motivational base of coloratives in the modern language of fashion

the article examines modern color names motivated by phytonymic vocabulary and functioning in the modern fashion dictionary. Coloratives act in the work as objects of linguacultural analysis, combining in a language unit the specificity of the worldview of native speakers and the actual linguistic features of the genesis of colorative vocabulary in the Russian language. In this regard, the author of the article relies on authoritative classifications of coloratives based on the generating groups of conceptual names. The so-called “glossy” fashion magazines “VOICE” and “MARIE CLAIR” served as the source of factual material. In the fashion discourse, the system of color names develops most rapidly, acquiring an increasingly complex structure. However, one of the factors remains unchanged – conceptual groups of generating names. In this regard, it seems appropriate to us to systematize this group of vocabulary based on this stable feature. Among the means of representing the conceptual sphere of color, color designations that go back to phytonyms occupy a special place. The conceptual connection between color and plant is the most ancient, ontological, due to which phytonyms act as prototype concepts in relation to color concepts. Plant vocabulary forms associative fields that serve as a cognitive basis for coloratives. In this article, the main groups of productive phytonymic names are identified and described, the dependence of the process of naming a color on the national and cultural features of language tools and their psychological perception, as well as synesthesia in the field of color and taste sensations associated with the perception of plant vocabulary are discovered.

linguistics of color, colorative, phytonym, linguoculturology, fashion dictionary, concept, prototype