Color image as an element of communicative tactics in advertising text

The article discusses the principle of interaction between color category and communicative tactics in the field of advertising discourse; the relevance of the studying language units from standpoint of communicative functionalism is emphasized; the semantic and pragmatic signs of the color image are determined; the use of verbal perceptual complex for solving tactical tasks, aimed at the influencing potential consumer, is demonstrated; the method of semantic perception is interpreted in the form of attention, interest, wish. Theoretical position of the author’s paper is illustrated by certain examples. Linguistic analysis of the advertising text is made according to the scheme: from the color word to the consideration of the contexts of its use. As an empirical material, extracts from catalogues of well-known Perfumery Companies are involved. The main conclusions are as follows: communicative tactics in verbal advertising is an interaction of tactics of rational argumentation with the emotional-evaluative potential of the word; interpretation of the mechanism of color image perception allowed to establish the factors of pragmatic impact on the consumer.