VOL. 61, BOOK 1, PART B, 2023, pp. 185 – 197 Full text (Fr)
Author: Nataliia Demchuk, Zoriana Piskozoub, Marinela Petrova
Affiliation: Ivan Franko National University of Lviv, St. Cyril and St. Methodius University of Veliko Tarnovo
Abstract
From the point of view of modern cognitive linguistics, by means of language, key elements of the conceptual picture of the world are marked and explication of other pictures of the world becomes possible due to numerous models and frames. A frame is a cognitive model that conveys knowledge and views on a particular repetitive situation. The aim of this work is to characterize the features of the terminology of marketing in a cognitive context and to present the frame scheme of the “Marketing Activity”. After analysing one of the media marketing texts, a cognitive model of the event in the field of media industry and marketing was drawn in order to emphasize the pragmatic parameters of frames, which can reflect a significant amount of economic information.
Key words: basic concept, cognitive function, frame, marketing activity, professional context, corpus of terms
