LINGUISTIC REPRESENTATION OF ESTHETICS EMOTION IN JAPANESE ADVERTISING

The purpose of this research is to identify a role of aesthetic emotions in advertising, specifically in Japanese ones. What we are exploring is advertisement's text, aesthetic emotions, visual and lexical avenues of expression and what roles they play in ads. We investigate these aspects using some specialized modern litera- ture about advertisement analyses that interprets them using Japanese old traditions. Lexical items help advertis- ing to influence the viewer in a manner similar to visual media. Modern Japanese advertising is a unique com- munication system, the resources of which can be used in various marketing departments, as well as in providing an incredibly wide coverage of the consumer audience