Cognitive and Linguistic Development of the Conceptual Borrowing "Brand" as a Phenomenon of Advertising Discourse

This article presents the results of a study of the cognitive-linguistic development of the borrowed advertising term "brand" in the discursive practices of Russian-language linguistic culture. The study was conducted using a corpus of texts collected from dzen.ru web-site and the National Corpus of the Russian Language. An analysis of the collocation potential of the lexeme "brand", its metaphorical models, and contexts of use revealed that due to cognitive-linguistic regulation the concept enriches it content, develops new associations and acquires new value-based meanings. The lexeme "brand" is used not only to name goods and services but also as a symbol denoting objects of spiritual and cultural heritage, reflecting the specific features of the country's historical development. It was found that the conceptual borrowing "brand" is used predominantly in positive evaluative contexts, maintaining associations with foreign brands that are attributed qualities such as prestige and exclusivity. At the same time, the phrases "local brand" and "regional brand" conceptualize the concept as an indicator of the country's economic power on a global level. The phrase "family brand", denoting a family-owned business, conveys the values of family as the fundamental unit of society, a shared common cause that unites people. The phrase "green brand" evokes strong associations with nature and natural products. The metaphorical models represent brand as a human being, endowing it with will, feelings and emotions. The study of the brand as a new conceptual and linguistic phenomenon in the era of globalization provides insight into the transformations in the value-based worldview of Russian linguistic culture.