QUALITY CONCEPT USAGE IN COMMERCIALS (ON THE EXAMPLE OF WRISTWATCHES PRODUCT CATEGORY)

In this article, the features of the Russian sphere of concepts, which found reflection in advertising communication, are considered. The usage features of concept “quality” in print advertising of expensive watch is the object of this research work. Research of material was carried out by means of inquiry that allowed revealing the features of this concept from the point of view of perception it by customers. The used method of cluster analysis allows to reveal semantic filling of concept “quality” in relation to advertising.