Ways of Expressing РАДОСТЬ (Happiness / Joy) in Russian Advertising Text

Abstract
The article analyzes the ways of expressing the emotion of РАДОСТЬ (HAPPINESS / JOY) in modern Russian advertising texts. The purpose of the article is to identify the main ways of conveying the emotions and emotional states of РАДОСТЬ (HAPPINESS / JOY) and their cultural specificity in the selected Russian advertising texts. To achieve this goal we have formulated the following objectives: 1) To build a lexical and semantic field of the lexeme РАДОСТЬ (“happiness” / “joy”) in Russian; 2) to build an associative field of the lexeme РАДОСТЬ (“happiness” / “joy”) in the Russian language speakers’ consciousness; 3) to identify the main ways of conveying РАДОСТЬ (HAPPINESS / JOY) in the analyzed advertising texts. The sources of materials are: 1) Russian explanatory dictionaries, Russian associative thesauri, and dictionaries of Russian synonyms; 2) a selection of 100 Russian advertising items made by native Russian speakers dating from 11.2019 to 02.2020. In order to create a lexical and semantic field of the lexeme “радость” (happiness / joy), a number of Russian language dictionaries gave been used, for example: the “Explanatory Dictionary of the Living Great Russian Language” by V. I. Dahl, “Explanatory dictionary of Russian language” edited by D. N. Ushakov, “Dictionary of Russian language” by S. I. Ozhegov and N. Yu. Shvedova, etc. Then we checked on the semantic structure of the lexeme “радость” (happiness / joy) in explanatory monolingual dictionaries of the Russian language as well as in the Dictionary of Synonyms. The Russian associative thesaurus (hereinafter RACES?) was used to build an associative field of the lexeme “радость” (happiness / joy) in the Russian language speakers’consciousness. Based on the analysis, 100 advertising contexts were selected and described with regard to the images conveying the emotion and emotional states of “РАДОСТЬ” (HAPPINESS / JOY), such as facial expression, people’s behaviour, the colour of images). We used descriptive and statistical methods, as well as the methods of semantic analysis and linguo-cultural interpretation. The novelty of the research is that it is by far the first to attempt: 1) To build a semantic field of the lexeme “радость” (happiness / joy) based on the lexicographic analysis; 2) to build an associative field of the given lexeme in the Russian language speakers’ consciousness based on the RACES; 3) to identify the main ways of conveying the emotion РАДОСТЬ (HAPPINESS / JOY) in selected Russian advertising texts; 4) to show cultural specificity of the manifestation of the emotion РАДОСТЬ (HAPPINESS / JOY) in the selected Russian advertising texts. In our opinion, the results obtained during the analysis are relevant to the development of text linguistics and linguoculturology. We hope this work will reveal cultural specificity of the emotion РАДОСТЬ (HAPPINESS / JOY) in Russian linguo-culture, and will contribute to efficient intercultural communication between the speakers of Russian and Chinese languages.

Keywords
text, advertising text, lexical and semantic field, associative field, emotion “радость”, happiness / joy